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Puma flagship enabled by RFID and new retail technology

Sports brand Puma opened an RFID-enabled flagship store last week, as the trend for item-level product digitisation in retail continues.

Consumers visiting the store can point their phone at product labels and access digital experiences and services, including augmented reality (AR).

To support this functionality, Puma has added a digitally serialised label from Avery Dennison’s Janela solution to all products in the store. This is overlaid with Evrything’s internet of things platform.

RFID technology is integrated into each product label, which allows Puma to maintain a comprehensive and up-to-date view of inventory levels. The technology also provides an identifier to help highlight counterfeit returns and boost the brand’s security credentials.

“Our newest flagship store is truly alive with innovation,” remarked Russ Kahn, senior vice president of retail for Puma North America.

“Upon entering our store, customers receive richer, dynamic engagement with both our Puma brand and our individual products.”

Niall Murphy, CEO and co-founder of Evrything, added: “By digitising 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.”

Francisco Melo, vice president and general manager for global RFID at Avery Dennison, said the data provided by such a technology-enabled store can aid business decision making.

“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,” he noted.

Other digitally-enabled features in the store are supported by Alternative Genius and Zappar. AR experiences involving the Puma mascot and items stocked on the second-floor basketball shoes area can be accessed via a smartphone scan over a QR code.

Interactive displays are also deployed throughout the new site, which is located on Fifth Avenue in Manhattan, allowing shoppers to view products in alternate colours and styles. Consumers can press a button to notify an associate they need help at the display, sign up for in-store events and – potentially in the future – use it for point of sale.

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