The athletic brand famous for its sneakers is driving engagement by enhancing store consumers' path to purchase at three key stages

Athletic brand Puma is creating an immersive and connected in-store shopping experience with digital elements, gaming and projection technology in a new series of installations. The first was debuted in Sydney, Australia at Ultra Football and will be rolling out to the retailer’s flagship store and throughout the world at participating locations.

The installations are focused around enhancing three specific moments of shopping, and each moment serves a specific purpose. During the first moment, when a shopper takes an item off the shelf, digital screens will display product information. In the second moment, shoppers can try on the shoes and place their foot into a footprint equipped with recognition tech for additional product information. In the third and final moment—the test drive—shoppers can trial the shoe with an interactive cooperative game.

“We wanted to bring a deeper engagement with our football products, showcasing their unique benefits,” said Jason Isenberg, Puma’s head of commercial marketing, to Chainstoreage, explaining the brand’s desire to go beyond simply using digital enhancements for information and allowing more experiential, immersive discovery.

Puma


Lead image: stock photos from andersphoto/Shutterstock

Athletic brand Puma is creating an immersive and connected in-store shopping experience with digital elements, gaming and projection technology in a new series of installations. The first was debuted in Sydney, Australia at Ultra Football and will be rolling out to the retailer’s flagship store and throughout the world at participating locations.

The installations are focused around enhancing three specific moments of shopping, and each moment serves a specific purpose. During the first moment, when a shopper takes an item off the shelf, digital screens will display product information. In the second moment, shoppers can try on the shoes and place their foot into a footprint equipped with recognition tech for additional product information. In the third and final moment—the test drive—shoppers can trial the shoe with an interactive cooperative game.