Key Takeaways

• Puma uses RFID technology to enhance the in-store experience.
• Interactive screens display shoe qualities and specifications.
• Retailers can learn from Puma's innovative approach to interactivity.

Topics

• Innovation
• Customer Success
• Digital Transformation

Transcript

This digital shelf turns browsing into a brand experience. In Puma's flagship stores in America, they're using screens very elegantly as a backdrop to a shelf of their main shoe line. Now, this in itself isn't unusual. However, what they have done is then tie the shoes using RFID technology back to the content. So if you pick up a shoe, you will actually then see the qualities of that shoe and the specs of that shoe change on the screen. I really like that because it's actually useful. It's something that's happening in connection with the experience, and that is a key buying and decision-making moment. So other retail stores who've been using screens to be very flashy with their branding should take note of what Puma are doing and trying to take this experience further in their interactivity. I'm gonna give this a Science of Genius score of five. I've been very generous in this series, but actually I think some of the big retailers out there are stepping up. Let me know if you agree in the comments.