The flagship PUMA store on the corner of 49th St. and 5th Avenue in Manhattan has long been my favorite store anywhere for how it deploys highly engaging, interactive, informative retail tech. Once a year I visit what I consider to be the 50 most innovative stores in Manhattan to observe retail trends in merchandising, tech, customer service and “instagramability” (the likelihood the store will generate social shares), in preparation for innovative retail safaris I run for European execs. The PUMA Store is always at the top of the list. While it incorporates digital signage, customization, and a dramatically oversized icon that people want to take selfies in front of, that other retailers also offer, PUMA goes above and beyond in many different ways.
There is so much one can do in the store. All the activities are relatively compactly laid out with a surprisingly chill, organized, almost elegant, non-chaotic vibe. The activities increase dwell time (the amount of time customers spend with the brand) and the likelihood guests will want to walk around the entire store exploring to see it all. The store is an entertaining destination, filled with unexpected wows and sharable moments that encourage brand advocacy.
Visitors are drawn to the gigantic red PUMA sneaker and find it hard to resist standing in front to snap selfies.
At the PUMA X YOU customization station, the friendly, proud, creative staff help customers assess and execute the infinite customization options which are limited only by your imagination.
A simple platform you stand on to scan your feet, analyzes them to inform customers what sneaker sizes and models would provide the best fit for their needs. It’s fun, different, and results in better product recommendations that also reduce the time and labor of sales people having to make multiple trips to find a range of sneakers for each customer to try.
At the PUMA ARCADE, visitors snap selfies they share with others from the store.
Shoes are displayed along walls, organized by type of performance. If you pick up a shoe, an information screen is activated to explain that sneaker’s unique features.
There’s an interactive room where visitors can play immersive games of soccer, golf, or run, and then analyze their performance with a score that tempts them to try again to do better.
An exciting apparel and shoe collaboration with Ferrari includes an immersive Formula 1 racing experience where guests sit in race cars with Formula 1 contours and compete against another player.
In the basketball sneaker sectionc, customers can enjoy an NBA2K gaming experience while friends watch from stadium-like seats.
Dynamic video signage throughout the store promotes PUMA’s Christmas season collaboration with the film Wicked for Good.
The last time I visited the PUMA flagship there were 2 other interactive digital features that are no longer in the store. Previously there were interactive kiosk screens on the floor where customers could scroll through the website. Though it’s now gone, the extremely helpful store associates can help customers look for items on the site. The second interactive digital experience that was missing were the interactive mirrors in the dressing rooms that also enabled customers to explore the site while trying on clothes. It was great for trade-up, making it easy to find coordinating accessories with what they were trying on in the dressing room and to further explore PUMA’s range of products.
The PUMA store shows how the role of retail has changed. From simply finding items to try on, it can now be a destination where one can go with friends, play games, take pictures, improve their sports technique, explore their creativity by customizing merchandise, share their experiences, create further awareness, and advocate for the brand.