PUMA breaks new ground in football retailing by combining recognition technology, projection and gaming to showcase products and engage target audience
Design company Green Room has partnered with global sports brand PUMA to create an innovative digital in-store experience and social ‘hangout’ space primarily focused around football obsessed teens (FOTs), their product impulses, and purchase decision making process.
Supporting PUMA’s ‘PUMA FUTURE’ and ‘PUMA ONE’ range – as worn by PUMA athletes including Antoine Griezmann, Luis Suarez and Romelu Lukaku – the installation features a unique combination of recognition technology, projection and gaming to provide an immersive experience aimed at increasing in-store trial, brand recall and product consideration.
The boot-room installation is made up of three distinct moments; each with an individual role to play and designed to create an in-store experience that’s rooted in football and gaming culture and remains relevant in today’s digitally native landscape. The three moments address the selection, fitting and trial phases within the FOT’s typical customer journey.
When either the PUMA ONE or PUMA FUTURE is removed from the interactive boot wall, pressure sensors recognise the item and displays interactive, product-specific content, also athlete stories, availability and a trial request. During the fitting phase digitally displayed player stats merge online content and the physical space to bring the customer ever closer to PUMA’s inspiring, football brand ambassadors.
All boot wall content updates are designed and managed by Green Room – using PUMA brand assets – and pushed to remotely to store via a digital content management platform.
Puma’s Head of Commercial Marketing, Jason Isenberg commented; “We wanted to bring a deeper engagement with our football products, showcasing their unique benefits. Employing a range of digital experience moments in store, going beyond the usual screens displaying information, to create something different and immersive.”
Recognising the importance of product fit and feel, the trial phase encourages customers to put the boots through their paces, before they buy. A live leader board, recording trial data displays locally ranked scores, encouraging peer-to-peer competition and highly sharable moments throughout the entire experience.
Working closely with PUMA Teamsport, Green Room used first-hand research acquired from the brand’s target football audience to determine how they purchase football boots, and the considerations that ultimately drive their product selection.
Martyn Palmer; Green Room’s Digital Experience Director commented; “For the research we took ourselves pitch-side to get under the skin of the FOTs, understanding what drives them, what’s important to them, what they think of players wearing certain products – these customer workshops were integral components that we then fed into the creative brief.” Palmer added “By placing people at the heart of every experience – understanding their differing journeys, behaviours and emotional mind-states – we’ve developed both a commercial and emotionally connected experience, allowing PUMA to navigate the increasing expectation of today’s omni-channel customer.”
The brand-new digital retail experience was installed for the first time at Ultra Football, a football specialist retailer based in Sydney. PUMA will continue to focus on partnering with their retail stores and trade accounts to provide this experience and others globally.