PUMA: Quick Rollouts in 6 Countries
Efficient rollouts boost global scaling: this is the key finding of our cooperation with PUMA Group. It started in 2017, and since that time, we have launched 6 websites in Russia, Turkey, Ukraine, Chile, Brazil, and South Africa. Let’s explore the details.
The Scope of Work
PUMA’s request was to relaunch its websites on the Magento basis and optimize them making the most of the company’s bold «Performance On All Levels» approach.
The Challenges
World famous Brand
PUMA is widely recognized. Thus, their customers expected CX that would match the brand’s visuals and brand-marketing activities.
Diversity
PUMA’s websites were requested for completely different markets. So, the solution was to be simultaneously universal and tailor-made.
Timing
We had to dive into the world of PUMA incredibly quickly. Loaded with urgent tasks, we aced them. For instance, our first launch was limited to a month and a half, and the second one — to about two months. And we won the race!
Flow
Initially, we were supposed to create a website for one region only, but our rapid and successful work turned into a long-term cooperation with PUMA. To optimize the processes, we outlined the following flow:
- The work started with the audit of the code written by another development team for the Australian PUMA store. We thoroughly checked its performance in terms of architecture, standards, and Magento best practice;
- The code was significantly corrected and optimized;
- The website got localized;
- Local payment and shipping methods as well as price import tools (relevant for the country) were integrated;
- The solution was integrated with local WMS and OMS;
- The system of emails (transactional and marketing) was embedded;
- After finishing the first website, we provided PUMA with the results of the Australian code audit, highlighting issues to fix;
- We shaped a rollout that would be easy to adapt to different markets.
Geography
Russia
Asked to create an e-commerce website in a month and a half, we corrected the given basis and completely redesigned the architecture of product data and import. Importantly, it was the first Magneto 2-based website both for our team and PUMA.
In 2018, our team was responsible for the website’s redesign. In 2019, we developed and launched the analytics system from scratch and kept polishing the platform by 2022. For instance, we added the «Future Launch» page to announce coming soon products and integrated the Mindbox CRM.
Turkey
The next stage of our cooperation was the launch of PUMA Turkey e-commerce website. Initially, the website was supposed to be built by a local team with our code used, and the platform was designed without our direct involvement. However, PUMA was not satisfied with the results and asked us for help.
We recreated the website in 2 months by implementing all local integrations from scratch. The scheme of our work included frontend localization, payments (iyzico payments), integration with WMS/OMS (Novomind), integration with the accounting system, and transactional and marketing emails (Mailchimp). Not only an efficient platform but an adaptable rollout system was designed, being later applied for other regions!
Ukraine
In 2019, the PUMA website was launched in Ukraine. Initially, it was available only in Russian language, but the platform turned multilingual in 2020 and got localized into Ukrainian. Also, we built an advanced return of goods system — customers got a chance to request returns of what had been purchased in the brick-and-mortar store and get funds back to their bank cards.
Chile, Brazil, and South Africa
PUMA websites for Chile, Brazil, and South Africa were launched based on the Turkish site. The scheme for each region was the same. We localized the website frontends, integrated current services (payments, accounting, WMS/OMS, marketing), and set up processes.
PUMA built a new e-commerce team for each region. We helped the company train new employees and provided them with 24×7 business and technical support.
While the core of the platform remained the same, each region got unique features. For instance, in Brazil, we started the development of the Fiserv payment method, and in Chile, we completely reworked BrightPearl’s OMS integration.
The Other Regions
Being PUMA’s global e-commerce solution partner, our team provides on-demand support and troubleshooting services to the development teams, supporting other regions of PUMA. Throughout the recent years, we helped other development teams to overcome technical challenges they met on Australian and Indian websites.
In 2022, Oggetto audited the critical overselling issues in Mexico and Argentina. As a result, we designed the solution that was implemented by the local development partner and finally helped resolve the critical problem with selling of already out of stock products.
The Outcomes
The big work is done and PUMA is happy with its outcome. Over the time of our cooperation, each regional e-commerce website has shown stable sales growth year over year, successfully handling high traffic.
So, we keep supporting stores in Turkey, Chile, Brazil, and South Africa, conduct optimizations, monitor performance, prepare each website for the sales season, and update the Magento core.
Meanwhile, Oggetto team is always open to new challenges. We look forward to helping PUMA with their further global e-commerce expansion.
