German multinational corporation, PUMA, is the third largest sportswear manufacturer in the world. Prior to Brexit, all operations were centralised with the manufacture of athletic and casual footwear, apparel and accessories headquartered in Bavaria, Germany. Following the UK’s departure from the EU, PUMA needed to segment operations.
Ensuring a smooth transition
The first integration that underpinned all others, was to connect PUMA’s central Product Information Management system (PIM) to PUMA UK’s order management platform, Brightpearl. New and updated product information was now instantly available to the team.
PUMA’s ecommerce solution Salesforce Commerce Cloud and Brightpearl were integrated next. This allowed stock synchronisation and online orders to be downloaded into Brightpearl and then dispatched, before sending updated information back to Salesforce. Sales information was syncing real-time, to overcome the challenge of physically separated operations.
High performance for the UK
Next on the list was the integration of Brightpearl with an advanced Third Party Logistics partner; DSV. This ensured that order management, multichannel fulfilment and reverse logistics were delivered efficiently. Customers in the UK would notice no difference in their order experience whilst in the background, Brightpearl was being integrated with PUMA’s central ERP system. The online sales data was now being fed back to head office to ensure inventory demand was being effectively managed for all online orders without any manual processing.
Time to push forward
With operations in place and systems supporting the post Brexit landscape, PUMA UK turned their attention to customer communications. Omnichannel Customer Engagement Platform, Emarsys, was integrated with Brightpearl to facilitate transactional emails for all online orders. With order history data now flowing through to Emarsys, PUMA had the ability to build data-backed marketing campaigns to sell, upsell and cross-sell.
