
انتقل إلى وضع عدم الاتصال باستخدام تطبيق Player FM !
المدونة الصوتية تستحق الاستماع
برعاية


1 #697: Building the total experience for customers with AJ Joplin, Forrester 24:10
How Puma approaches emerging technology like generative AI
Manage episode 456287703 series 3406044
Puma may be a legacy brand, but it's not scared to test out new technologies.
Indeed, if there's a buzzy update, it's likely the company has launched some sort of beta with it. Puma launched a Roblox experience in 2022, it's tested out NFTs and other Web3 programs and has dabbled in augmented reality. Most recently, the sports apparel brand launched a generative AI tool that allows anyone to design a kit for Manchester City.
According to the person leading the charge of these emerging technologies, the hope is to make sure the brand stays on the cutting edge. "A big part of this is just making sure that we are innovating," said Ivan Dashkov, Puma's head of emerging marketing tech. "And, as these technologies become a larger part of everybody's day-to-day life, that we're not straggling behind."
Dashkov joined this week's Modern Retail Podcast and dove into the company's approach to new types of technology, as well as the way it analyzes the success of nascent campaigns.
Dashkov knows a thing or two about testing out new programs. His background was in social media before it was ubiquitous. "I was there for the early days of social at the NBA, and I kind of feel like it's a very similar place now with these new emerging technologies," he said. Now, social media is a dominant force -- and Dashkov believes that's going to happen with some of these programs.
The challenge for him is figuring out where to invest time and resources, as well as sussing out what the next big thing is. Some of that involves keeping an ear to the ground. "A crazy thing that was happening with a lot of the executives at the company [was]: they were asking their kids what they wanted for Christmas, and instead of saying like a toy or video game, they were actually asking for Robux to spend in Roblox," he said. This is what led Puma to test out the Roblox platform.
Similarly, with generative AI, the company has seen people wanting to design their own kits for their beloved teams, but Puma has been unable to make a program at scale. "With AI, you can really scale that," he said. "Like, anybody can kind of go in and use this tool."
497 حلقات
Manage episode 456287703 series 3406044
Puma may be a legacy brand, but it's not scared to test out new technologies.
Indeed, if there's a buzzy update, it's likely the company has launched some sort of beta with it. Puma launched a Roblox experience in 2022, it's tested out NFTs and other Web3 programs and has dabbled in augmented reality. Most recently, the sports apparel brand launched a generative AI tool that allows anyone to design a kit for Manchester City.
According to the person leading the charge of these emerging technologies, the hope is to make sure the brand stays on the cutting edge. "A big part of this is just making sure that we are innovating," said Ivan Dashkov, Puma's head of emerging marketing tech. "And, as these technologies become a larger part of everybody's day-to-day life, that we're not straggling behind."
Dashkov joined this week's Modern Retail Podcast and dove into the company's approach to new types of technology, as well as the way it analyzes the success of nascent campaigns.
Dashkov knows a thing or two about testing out new programs. His background was in social media before it was ubiquitous. "I was there for the early days of social at the NBA, and I kind of feel like it's a very similar place now with these new emerging technologies," he said. Now, social media is a dominant force -- and Dashkov believes that's going to happen with some of these programs.
The challenge for him is figuring out where to invest time and resources, as well as sussing out what the next big thing is. Some of that involves keeping an ear to the ground. "A crazy thing that was happening with a lot of the executives at the company [was]: they were asking their kids what they wanted for Christmas, and instead of saying like a toy or video game, they were actually asking for Robux to spend in Roblox," he said. This is what led Puma to test out the Roblox platform.
Similarly, with generative AI, the company has seen people wanting to design their own kits for their beloved teams, but Puma has been unable to make a program at scale. "With AI, you can really scale that," he said. "Like, anybody can kind of go in and use this tool."
497 حلقات
ทุกตอน
×
1 Dr. Squatch gets bought, Parachute store closures & a mid-year check in on 2025's biggest stories 45:19

1 Slowing retail sales, cleaner products from Kraft-Heinz, and the rise of private label 42:57

1 The Labubu craze, retail employment shifts and headwinds in the home goods sector 46:02

1 Temu U.S. usership plummets, Spirit Halloween cancels season opener, brands go all-in on Dubai chocolate & Stanley 1913's next era 49:35

1 Nike's Amazon return, E.l.f's big Rhode bet, and debunking recession indicators 37:53

1 Klarna's losses double, Dockers and The Vitamin Shoppe find new buyers & Bansk's chief supply chain officer talks tariffs 58:10

1 Touchland gets acquired, what's gone wrong with Target & the secret sauce behind brand pop culture collaborations 47:08

1 Tariffs hit Mattel, M&A news from Skechers and DoorDash and a look at Mother's Day flower delivery with Bouqs 48:52

1 GLP-1 shakeups, the 'Cowboy Carter' effect and the fallout of bird flu 45:17

1 M&A slowdown, Walmart's beauty play and how a U.S. manufacturing boom could create a more circular economy 41:05

1 Luxury earnings, behind-the-scenes at Chinese factories, and the unexpected industries that tariffs are hitting hard 56:01

1 Marketers sound off on tariffs and retail strategies, plus how Hanna Andersson built its loyalty program 39:59

1 Rundown: 'Liberation Day' brings a week of tariffs chaos, a TikTok check-in, and LesserEvil sells to Hershey 26:18

1 The Honey Pot's Bea Dixon on why 'better-for-you is the new conventional' 35:15

1 Rundown: Dollar Tree sells Family Dollar, GameStop bets on Bitcoin & H&M's profit plummets 18:17

1 Why Perelel is getting into protein after 5 years of supplement growth 34:36

1 Rundown: Klarna preps for IPO, Edible Brands launches edibles marketplace & an update on Nike's turnaround plan 24:31

1 PopSockets is on a quest to position itself as a lifestyle brand 29:34

1 Modern Retail Rundown: CVS to open micro-stores, beauty sales slow down & apparel brands warn of a weak Q1 26:47

1 How Crown Affair's CEO took the brand into Sephora and beyond to capture more of the hair-care market 37:33

1 Rundown: Neiman Marcus's store closure drama, Forever 21's financial woes and 7-Eleven's attempt to dodge a takeover 22:37

1 How Dropps got its eco-friendly cleaning products into Target 37:23

1 Rundown: Target partners with Champion and Warby Parker, Starbucks overhauls menu & Americans are doom spending 21:26

1 How Bumpin' Blends has successfully scaled within the aisles of Walmart and Costco 38:43

1 Rundown: Nike teams up with Skims, Celsius acquires Alani Nu & Crocs preps for tariffs 23:43

1 How Shinola is emphasizing its American design and manufacturing roots 32:08

1 Modern Retail Rundown: Olipop now valued at $1.85B, Poppi's Super Bowl marketing backlash & January retail layoffs 23:05

1 How Brooks harnessed the run club boom to generate record-breaking revenue 30:09

1 Rundown: Waffle House's egg surcharge, Chipotle downplays avocado concerns & Gap launches vintage drops series 26:04

1 How Modern Animal is using technology to make pet care more customer-centric 41:51

1 Rundown: Brands shuffle import strategies, retail layoffs & Chili's makes a comeback 21:52

1 How Whatnot is pushing social commerce forward amid TikTok's uncertain future 34:05

1 Rundown: Theft ring to pay back retailers, TikTok updates and VF Corp layoffs 22:31

1 How Renais is trying to make ultra-premium gin popular in the U.S. 33:08

1 Rundown: Joann's second bankruptcy, Walgreens looks for new anti-theft solutions & new FDA health proposals 29:35

1 How THC-infused beverage brand Cann is capitalizing on Dry January 36:54

1 Rundown: J.C. Penney merges with Sparc, Amazon's new retail ad service & Target doubles down on wellness 25:31

1 How Gregorys Coffee is taking the craft coffee business to scale 37:48

1 Rundown: Return fraud on the rise, Nordstrom going private and Big Lots' lifeline 24:52

1 The Modern Retail Podcast looks at what's ahead in 2025 35:01

1 AI, customer acquisition and the DTC bust: The Modern Retail Podcast year in review 29:16

1 Rundown: U.S. retail sales, Big Lots' liquidation & Vuori's new fundraise 27:30

1 How Puma approaches emerging technology like generative AI 32:16

1 Rundown: FTC sues alcohol distributor, Walgreens' potential PE takeover & Amazon cracks down on paid reviews 23:07

1 How Chomps is marketing itself to convenience store shoppers 33:13
مرحبًا بك في مشغل أف ام!
يقوم برنامج مشغل أف أم بمسح الويب للحصول على بودكاست عالية الجودة لتستمتع بها الآن. إنه أفضل تطبيق بودكاست ويعمل على أجهزة اندرويد والأيفون والويب. قم بالتسجيل لمزامنة الاشتراكات عبر الأجهزة.