How PUMA doubled YoY growth by offering the widest possible assortment 
 

PUMA maximized top line sales by providing their widest possible assortment during Cyber Week 2020.

Key Figures

260M
Total Ad Impressions
9,8M
PDP Views
12.4
ROAS
100%
Year over Year (YOY) growth

The Story

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.

The Goal

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.

The Strategy

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.

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”

Andreas Lotz, Teamhead Marketplace Management eCommerce Europe

The Results

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.

In Detail

   
Founded in 1948
Goal

Cyber Week success

Categories 

Men’s Apparel

Women’s Apparel

Kidswear

Services
mentioned

ZMS

Employees 14K
Based in

Herzogenaurach, Germany