PUMA introduces web-based AR experience
PUMA will use the augmented reality system to improve its interaction with customers.
Sportswear giant PUMA has taken steps to heighten the customer experience in its stores with the introduction of augmented reality (AR). The company recently marked the opening of its flagship New York City store and the launch of a new line of basketball-related products with a web-based AR activation.
Shoppers can now scan QR codes at two in-store displays via the company’s mobile web app in order to interact with PUMA’s mascot and get directions to the area of the store dedicated to basketball. Hangtags on the seven basketball shoe styles can also each trigger a unique AR content. When the QR codes are scanned, they record user data so that shopper behaviour can be monitored.
“Our newest flagship store is truly alive with innovation,” said Russ Kahn, senior vice president of retail for Puma North America. “Upon entering our store, customers receive richer, dynamic engagement with both our Puma brand and our individual products,” he added.
With shoppers increasingly using their smartphones while browsing in a store, the PUMA AR system is expected to present the company with new ways to interact with customers, thereafter strengthening relationships and increasing the propensity to purchase.
This article was originally published on page 3 of the October 2019 issue of SATRA Bulletin.