October 1, 2019

New Puma flagship store on 5th Avenue features Elo touchscreens
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New Puma flagship store on 5th Avenue features Elo touchscreens

If you were to ask a retailer or B2C company to define any address with maximum attention worldwide where they could open a store, the answer would probably very often be "5th Avenue, New York". The sporting goods company Puma has fulfilled this promotional dream and opened the doors of its new flagship store in New York's top location on 5th Avenue at the end of August, paved with innovative ideas. Only a stone's throw away from the locations of competitors such as Adidas and Nike, the newly opened shop is now the brand's flagship and focuses on the direct sales channel to the customer, which is becoming increasingly important for Puma. MCL Computer & Zubehör GmbH supplied part of the state-of-the-art digital signage infrastructure and is thus making a decisive contribution to offering customers an innovative, reliable and efficient shopping experience.

This was achieved through extensive technical equipment in the area of IT hardware by MCL. Thanks to these measures, the 1700 square meter Puma Store, which extends over two floors, is also state-of-the-art in terms of retail hardware and digital signage applications. In cooperation with Elo, additional hardware and know-how for the digital signage applications used in the store.

The customer shopping experience will play a decisive role in the store's future concept. Customers can purchase the complete product range of the manufacturer with the big cat in the store - from lifestyle, basketball, motor sports, golf, football to the kids' collections and VIP collaborations, all products are available in the store. Customers can try out sports directly in so-called engagement zones. With digital signage applications in the form of numerous interactive monitors and displays, customers can immerse themselves in the digital world of Puma and be individually addressed in the shop. The monitors are mainly used for displaying text, animation and video applications. In addition, so-called Magic Mirrors enable customers to find and display alternative garments via RFID-equipped sporting goods. Another highlight of the premises is the Puma x You Studio, which offers customers extensive customization options for their purchases. Participants will have the opportunity to customize Puma shoes, apparel and accessories from a variety of materials down to the smallest detail - from classic color printing to high-tech 3D knitting and laser printing.

Tobias Freier, Puma Project Manager IT Retail and Thorsten Jentsch, MCL Head of Retail Solution are proud of the partnership between Puma and MCL: MCL Computer & Zubehör GmbH was able to convince us of their extensive and highly professional IT know-how in this demanding project and was thus the perfect partner for the implementation of our ideas in the retail sector. We at Puma are looking forward to continuing this successful partnership in the future, says Tobias Freier.

Thorsten Jentsch is also looking forward to the future cooperation: We at MCL Computer & Zubehör GmbH are also proud to be able to support Puma as a partner in the implementation of the numerous new and innovative ideas that were finally implemented in the flagship store and to accompany Puma on its way into the new retail age.