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PUMA Improves Its eCommerce Experience to Boost Revenue by $10,000 Per Hour

Using AIOPSGROUP Monitoring via Spunk Cloud, PUMA.com can monitor events as they happen, perform quick investigations and rectify problems before they prevent customers from making purchases online.

About PUMA SE

PUMA is one of the world’s leading sports brands. During more than 70 years, PUMA has made history as a creator of fast product designs for the fastest athletes on the planet: PUMA enhances sports such as football, running, and training, golf, basketball, and motorsports with performance and sport-inspired lifestyle products. Headquartered in Herzogenaurach, Germany, PUMA’s more than 13,000 employees push sports and culture forward in more than 120 countries.

PUMA’s Mission, Forever Faster, is more than being quick. It is PUMA’s mantra. It is more than 70 years of fast products for fast athletes. PUMA aims high, and when they score goals, PUMA aims even higher. All to achieve one thing: to be the Fastest Sports Brand in the World. Currently, PUMA operates 40+ online sites supported by the Salesforce Commerce Cloud and Magento Adobe platform.

The Brief

Before using AIOPS Monitoring via Splunk, PUMA had only basic monitoring capabilities that told its DevOps and business teams whether its ecommerce sites were up or down. This meant the teams couldn’t detect critical issues such as unresponsive inventory systems or declined credit cards that caused failed orders — and resulted in missed sales opportunities.

Michael Gaskin, senior DevOps manager for global ecommerce, PUMA, had used Splunk at a previous job, and knew it could help. “If we could get our order information from Salesforce Commerce Cloud, which was running on our web server, into Splunk, we could set up automatic alerts about conditions that impacted customer orders and revenue,” he says.

Gaskin found a solution in AIOPS Monitoring, an AIOPSGROUP app that collects data from Salesforce Commerce Cloud and ingests it into Splunk Cloud, where it can be analyzed and presented in dashboards and alerts.

Now, PUMA teams have access to metrics on both failed sessions and failed orders. They know whether something is an isolated issue that affects only one customer or if it’s a widespread issue and will significantly impact revenue.

The Solution

Using AIOPS Monitoring saves PUMA time and makes it money. Its busiest regions earn tens of thousands of dollars in sales per hour on their ecommerce sites. Any delay in detecting and fixing order failures quickly adds up.

An unresponsive inventory system, for example, cost PUMA $108,000 in lost sales when it prevented customers from making purchases. The system is queried as part of each order to ensure available stock. When it failed, it cost PUMA revenue and customer goodwill.

“Now, with AIOPS Monitoring and Splunk, we’d have seen right away what was causing that inventory issue, and we could have fixed the issue so customers could continue to buy merchandise,” says Gaskin. “Before using this solution, we had no visibility into our ecommerce activity at this granular level. We had to wait until a customer or someone on our content team noticed and complained about it. By that time, we’d already lost money and frustrated customers.”

When customers have poor experiences buying on PUMA.com, it makes them less likely to return and buy from the brand again. Being able to ensure customers have a seamless online buying experience with AIOPS Monitoring means PUMA can build long-term customer satisfaction and increase brand loyalty.

The Results

Global sports and apparel brand PUMA’s previous systems couldn’t detect customer order problems on its 45 ecommerce sites, resulting in tens of thousands of dollars in missed sales each hour. Each time a customer’s purchase failed, it also damaged the brand’s reputation and customer loyalty that PUMA has earned since its founding in 1948.

PUMA turned to AIOPSGROUP via Splunk for a solution. Using Splunk Cloud and the AIOPS Monitoring App, the company reduced the average time to detect issues and gained the insights it needed to rectify them and keep customers buying online:

  • 45 PUMA.com sites worldwide
  • $10,000+ per hour in missed sales
  • $108,000 lost sales for one incident

Teams across PUMA benefit from using Splunk and AIOps Monitoring. Because of its easy-to-use interface and dashboards, business users in PUMA’s 20 regional ecommerce teams can immediately see when their sites have issues without having to contact IT. The more eyes watching site performance, the more quickly any issues can be corrected.

AIOPSGROUP continues to actively work with PUMA’s monitoring effort to provide more timely view of customer issues, implement new KPIs and assure customer experience and quality excellence.

“We’ve decreased our average time to detect issues to 15 minutes with AIOPS and Splunk, compared to hours previously. And because we also know exactly where the issue lies, we can escalate and fix the issue quickly and effectively.”

― Michael Gaskin,

Senior Dev Ops Manager PUMA Global