PUMA Leads with Digitally Interactive Products for Experiential Retail — Powered by EVRYTHNG and Avery Dennison
EVRYTHNG and Avery Dennison reveal technology behind PUMA’s new NYC flagship store; PUMA product's are brought to life through digitization, creating a whole new experience for PUMA customers. From interactive displays to stock optimization -- PUMA's fully connected store is a glimpse into the future of retail.
EVRYTHNG, the IOT platform that activates every consumer product to make it intelligent, interactive and trackable, and Avery Dennison Corporation (NYSE: AVY), leader in intelligent label solutions that bridge the physical and digital, today revealed the companies’ technology is bringing PUMA’s New York City flagship store to life with interactive digital product experiences. Customers visiting the store can access dynamic experiences by simply scanning the unique QR code on each PUMA product using their smartphones. PUMA’s new physical retail experience is made possible through the digitization of its products at scale.
“Our newest flagship store is truly alive with innovation,” said Russ Kahn, Sr. Vice President of Retail, PUMA North America. “Upon entering our store, customers receive richer, dynamic engagement with both our PUMA brand and our individual products.”
- Dynamic consumer experience in the retail space;
- Authenticity and story-telling in branding; and
- Mass scale product digitization to activate product items for digital services at point of manufacture.
“PUMA is on the cutting edge, leading the way in retail innovation with dynamic, digital in-store consumer experiences,” said Niall Murphy, CEO and Co-founder, EVRYTHNG. “By digitizing every product in the NYC flagship store, PUMA is enriching the direct-to-consumer relationship and delighting its customers. At the same time, PUMA now has a scalable platform to gather real-time data intelligence to inform business strategies.”
Diving deeper into the technology
The innovation found in PUMA’s new flagship store demonstrates the direction the industry is going to compete in a world where consumers expect personalized experiences and transparency into the products they purchase, wear and consume.
PUMA is delivering on this expectation by adding a digitally serialized label — provided by Avery Dennison’s Janela™ solution — to every PUMA product item in the store and then connecting each product with a unique EVRYTHNG Active Digital Identity™ (ADI) in the cloud to manage the data from and about that item while driving digital applications and data intelligence. PUMA products are quite literally being ‘born digital.’ Consumers simply point their phone at the intelligent label and access digital experiences and services, including augmented reality.
Aside from the contextualized consumer experiences, RFID technology is integrated into each product label, enabling PUMA to optimize stock efficiencies and cut down on wastage, while also providing a pathway towards a checkout-less, grab-and-go automation.
Unlike traditional track and trace technologies, RFID has the power to help PUMA increase the store’s inventory accuracy to around 99%, while also providing last-minute inventory replenishment and reducing excess inventory and out-of-stocks. The technology also provides an identifier to help highlight counterfeit returns.
“This is a groundbreaking store from PUMA and we’re incredibly proud to be a part of it,” said Francisco Melo, VP and GM Global RFID at Avery Dennison. “By incorporating RFID technology and Janela™ throughout the store and across all products, PUMA can collect a vast amount of data to enable more effective business decisions. The technology also puts the company on a pathway to integrate future functionality, such as automated payments, as it learns more from consumer experiences throughout the store.”
PUMA’s Call to Action
Digital ecosystem partners, Avery Dennison and EVRYTHNG, along with creative partners Alternative Genius and Zappar, worked together to create a ‘call to action’ for customers visiting PUMA’s new flagship store. Each store visitor begins their journey at the store entrance — scanning a QR code on a display sign with their smartphone. The QR code triggers an Augmented Reality (AR) experience featuring the PUMA mascot, allowing customers to take a selfie with the mascot. Visitors are then led through the store, scanning QR code displays for fun and interactive experiences that ultimately lead customers to the 2nd floor basketball section. Upstairs in the basketball section, different styles of PUMA basketball shoes are displayed and tagged with unique QR codes. Customers scan the codes to experience unique AR scenarios — with each shoe style sharing its own individual story.
Beyond the fun in the basketball section, every PUMA product item in the new flagship store is now digitized with an EVRYTHNG Active Digital Identity™ to connect them to the web. Consumers simply scan a product’s unique QR code with their smartphone to access the item’s product detail page on the PUMA eCommerce site and take a deep dive into the product item’s story and/or purchase online.
Within PUMA’s new store, customers can view products in alternate colors and styles through interactive displays. The displays utilize Avery Dennison’s RFID technology to bring up alternative product selections based on the item the consumer tries on. In addition, consumers can press a button to notify an associate they need help at the display, sign up for in-store events and even use it as a Point of Sale in the future.
PUMA’s NYC Flagship Store
The PUMA NYC flagship store’s grand opening weekend is August 29-September 2. The store is located at 609 Fifth Avenue and will be open Monday-Sunday from 10 a.m. to 8 p.m. For more information please visit http://www.puma.com
EVRYTHNG is the market leading Internet of Things SaaS platform for consumer products, managing billions of unique digital identities in the cloud. Brands and their service providers work with EVRYTHNG to apply data science intelligence on an item-by-item basis, drive new digital applications, gain visibility into supply chains and engage with their customers. EVRYTHNG led the creation of the new GS1 industry standards that have upgraded the world’s barcodes and product tags to connect every product to the web. Learn more at: https://evrythng.com and @EVRYTHNG
About Avery Dennison
Avery Dennison Corporation (NYSE: AVY) is a global materials science and manufacturing company specializing in the design and manufacture of a wide variety of labeling and functional materials. The company’s products, which are used in nearly every major industry, include pressure-sensitive materials for labels and graphic applications; tapes and other bonding solutions for industrial, medical and retail applications; tags, labels and embellishments for apparel; and radio-frequency identification (RFID) solutions serving retail apparel and other markets. Headquartered in Glendale, California, the company employs approximately 30,000 employees in more than 50 countries. Reported sales in 2018 were $7.2 billion. Learn more at http://www.averydennison.com.
Avery Dennison® is a registered trademark of Avery Dennison Corporation. All other Avery Dennison brands, product names, antenna designs and codes or service programs are trademarks of Avery Dennison Corporation. Certain third-party trademarks and trade names used herein are the property of their respective owners.
About Avery Dennison Intelligent Labels
Avery Dennison’s intelligent label solutions bridge the physical and the digital, enabling businesses to add digital connectivity to any item. In industries as diverse as apparel, beauty, food and aviation, Avery Dennison RFID inlays and other digital trigger technologies give items a unique digital identity, enabling them to connect to the internet and deliver greater capabilities for companies and consumers alike. For companies, our intelligent labels make inventories more visible and more productive, while providing greater insight into consumer behavior and preferences. For consumers, our intelligent labels enhance experiences and make shopping more satisfying, informative and fun. For the planet, they increase sustainability by improving transparency and reducing waste across the supply chain and making the disposal of products more responsible. Learn more at https://rfid.averydennison.com/en/home.html