Puma: Enriching the In-Store Concept with iPad

Source: Advertising Age, Dec 2010

In the store, a wooden table is scattered with materials used to build two of Puma’s classic shoe styles, the “First Round” and the “Basket.” A pole with three telescoping arms emerges from the center of the table; an iPad is bolted to the end of each arm. Customers use the materials on display as inspiration and then use the iPads to actually design the shoes. When the design is complete, it is sent to a fourth “administrative” iPad at the cash register.

Using Puma’s new Creative Factory customization platform, customers can use the materials on display as inspiration and then use iPads on telescoping arms to design the shoes.

For now, the app is focused simply on the design of the shoe. But in the coming months the ability to share designs via Facebook and other social-media sites will be activated. Customers will be able to see who designed different shoes, where that person lives and how many other people have bought the design. Designs can be tagged and searched.

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