Puma creates a new kind of shopping experience on an interactive sales floor
Puma opened an experience store in New York City on more than 1,700 square meters to test technologies that will help shape the shopping of the future. Promoting the individuality and creativity of consumers, enriching the shopping experience through the use of technology, generating authentic training conditions through sports simulation – these are the new possibilities on the interactive sales floor in Puma's flagship store.
A retail store of the future is to be created and the entire retail industry to be transformed. This consequently expands the boundaries of sport, fashion, and technology.
Compiled by RFID & Wireless IoT Global with information from Puma.
Sports store of the future
Puma's flagship store in New York City is designed to contribute to the reinvention of stationary retail. The target group are consumers from all over the world who travel to the metropolis. The highlights: sports engagement zones, IMirror and Customization Studio. The interactive sales concept includes in-store events, sports simulations for soccer and Formula 1, and smart mirrors that communicate with customers via RFID tags on the products. The Experience Store also includes cooperation with brand ambassadors and artists.
Grand Opening 2019
After a two-year conception phase, Puma opened its flagship store in New York City with a weekend event at the beginning of September 2019. The new retail concept with the interactive sales area now covers 1,700 square meters on two levels on Fifth Avenue in Manhattan.
Technologies are game changers in retail
"I am convinced that the investment in this new store – in one of the most dynamic cities in the world – will support us in our ambition to be the fastest sports brand in the world. We are committed to pushing the boundaries of sports, fashion and technology, and this flagship store is the latest manifestation of that commitment," said Bjoern Gulden, Chief Executive Officer, Puma. The flagship store will showcase Puma's complete product range which includes lifestyle, basketball, motor sports, golf, performance, soccer, and kids.
Smart Mirrors with RFID
Numerous Smart Mirrors are placed throughout the store. Customers can view products in different colors and styles. Integrated readers record the RFID tags on products that are viewed in the mirror. Customers can take full-size selfies and then try on and exchange clothes and shoes virtually. Furthermore, the consumer can notify an employee at the push of a button on the mirror, if personal advice is needed. UHF RFID-based product serialization is performed by the Janela Solution from Avery Dennison. Handhelds from Zebra Technologies are used for inventory and product localization.
Skill Cube – three-sided LCD video wall
The store features an industry-first multisport, multi-sensory Skill Cube, designed by Green Room. 270-degree LCD displays from floor to ceiling, graphic projections, motion sensors, dynamic lighting, and surround sound create the high-tech environment. Artificial turf was chosen for the flooring, which is intended to emphasize the advantages of Puma soccer boots.
Formula 1 simulations and virtual stadium visit
The simulation starts in the virtual Puma dressing room with the football professionals Antoine Griezmann and Romelu Lukaku. The in-store simulator projects the field of Milan's San Siro Stadium, where customers can test their soccer shoes. Meanwhile, they are being trained by the two Puma brand ambassadors. With the help of sensor technology, the participants can be followed in their movements, so that the athletes can train the visitors. In the Formula 1 simulation, customers can virtually race through the streets of New York City. The simulators used correspond to the models in which Lewis Hamilton and Max Verstappen also train for competitions.
