PUMA has been a long time partner of Zalando providing activewear and footwear across the men, women and kids’ categories. They’ve been on Zalando since 2008, and live on Partner Program since 2015.
Cyber Week is always a great opportunity to reach a wider customer base and delight customers with great deals. After a year of reduced foot traffic in offline stores, forging meaningful connections with customers online was particularly important for many brands taking part in Cyber Week. PUMA’s primary goals were to activate and engage customers, and to maximize top line sales whilst meeting strict efficiency targets during Cyber Week 2020.
PUMA was able to achieve their goals by pushing their entire assortment with as many SKUs as possible. Having a wide assortment and ensuring sufficient stock depth is a crucial component in maximizing success during sales events. Bi-Weekly SKU updates were also implemented to ensure minimal overlap with PUMA’s wholesale assortment on the Zalando platform. Given the substantial commitment towards the campaign made by PUMA, ZMS also co-invested, ensuring that PUMA’s assortment reached the right audience and really stood out in the fashion store, optimizing overall campaign performance. This was achieved through boosted visibility on the homepage and categories with creative ad placements as well as a strong focus on co-curated products.
Andreas Lotz, Teamhead Marketplace Management eCommerce Europe
During Zalando’s Cyber Week event, we were able to heavily reduce our time to online for new products and managed to almost double our live EANs”
As a result of pushing a wide assortment, regular steering and investment in ZMS, PUMA was able to achieve a YOY growth increase of 100% when comparing Cyber Week 2019 and 2020. As a result of their success and strong performance during Cyber Week 2020, PUMA decided to extend the campaign throughout December.