CHAPTER 1: INTRODUCTION TO E-COMMERCE

CASE STUDY: PUMA

 SUMMARY
E-commerce:
 Digitally enabled commercial transactions between and among organizations and
individuals.
 Involve in exchange of value (e.g., money) across organizational or individual
boundaries in return for products or services.
E-business:
 Digital enabled transactions and processes within a firm, involving information
systems under the control of the firm.
 Does not involve commercial transactions across organizational boundaries
where value is exchanged.
 SUMMARY
Major types of E-commerce:
 B2C: Gaduda Indonesia
 B2B: makeupindo.com
 C2C: tokopedia.com
 Others: Social e-commerce, M-commerce, Local e-commerce.
Major underlying themes:
 Technology: IT base of e-commerce.
 Business: key business concepts to the support of technology-based infrastructure of e-
commerce.
 Society: the pressures that global e-commerce places on contemporary society.
 SUMMARY

How to control the E-commerce strategy:

 Build a centralize website:
• Replace multiple e-commerce sites on different platform.
• Unify content product strategies.
 Implement custom-built content management system (CMS).
 Maintain an extensive presence of multiple channels on Facebook, Instagram,
Twitter, Pinterest and Youtube.
CASE STUDY
1. WHAT IS THE
PURPOSE OF
PUMA’S CONTENT
MANAGEMENT
SYSTEM ?
1. WHAT IS THE PURPOSE OF PUMA’S CONTENT MANAGEMENT
SYSTEM ?

A. What is Content Management System (CMS)?

 Database software program specifically designed to manage

structured and unstructured data and objects in website environment.
 1. WHAT IS THE PURPOSE OF PUMA’S CONTENT MANAGEMENT
SYSTEM ?
B. Purpose of Puma’s CMS:
Web:
 Maintain Puma branding and navigation across all sub-sites and pages.
 Customize homepage: done by category managers.
 Roll out local, regional, global campaign with ease.
 Intergrade with language translation tools.
 Locate stores by Storefinder; Puma’s product inventory managers.
Results:
 Improve their side visualization and navigation.
 Prompt customers to spend twice as much time on site; increase 7.1% order rate.
 1. WHAT IS THE PURPOSE OF PUMA’S CONTENT MANAGEMENT
SYSTEM ?
Mobile:
 Store finder (use GPS to locate).
 Same mobile appearance and content as Puma.com.
 Each of the category sites managed by the same CMS.
 Self-generated content by shoppers.
 Shared shopping experiences by customers via connected walls.
Results:
 On Black Friday 2014, 3.4% of mobile visitors to Puma’s site made a purchase,
compared to just 1.6% the previous year.
 In 2013, Puma released PUMATRAC.
2. WHY DID PUMA BUILD A SINGLE CENTRALIZED WEB SITE RATHER THAN
CONTINUE WITH MULTIPLE WEB SITES SERVING DIFFERENT COUNTRIES
AND REGIONS ?
 2. WHY DID PUMA BUILD A SINGLE CENTRALIZED WEB SITE RATHER THAN
CONTINUE WITH MULTIPLE WEB SITES SERVING DIFFERENT COUNTRIES AND
REGIONS ?

Obstacles in managing the multiple websites: Puma’s e – commerce size on several

countries served for several languages.
A single website helps Puma:
 simplify managing global e-commerce operations from a central digital platform.
 achieve consistent and cohesive brand building.
 unify content and product strategies.
 select better consumer data to personalize marketing and develop more appealing
products.
 roll out local, regional, global campaigns with ease.
3. WHAT SOCIAL
MEDIA SITES DOES
PUMA USE, AND
WHAT DO THEY
CONTRIBUTE TO
PUMA’S MARKETING
EFFORT?
 3. WHAT SOCIAL MEDIA SITES DOES PUMA USE, AND WHAT DO
THEY CONTRIBUTE TO PUMA’S MARKETING EFFORT?

 Maintain the extensive presence on social media (Facebook, Twitter, Instagram,

Youtube,..)
 Closely integrate its social strategy with its others marketing channels (Web site
Puma.com and iPhone app)
Results:
 Drive the conversation and deepen its engagement with consumers.
 Reach comprehensive the different regional and sub-brand audiences in more than
120 nations in which it operates.
 3. WHAT SOCIAL MEDIA SITES DOES PUMA USE, AND WHAT DO
THEY CONTRIBUTE TO PUMA’S MARKETING EFFORT?

 In the past, pages dedicated to sport, country, region, and product category were
created for each social network.
 For several years, Puma has taken a trial-and-error approach so as to focus on
building followers.
 Nowadays, Puma has taken another approach which is data-driven for maximizing
fan engagement and generating the right mix of online content to reach the best
drive sales.
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