increase in search-led conversion


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direct-to-consumer ecommerce growth

German sportswear giant, Puma, has long established itself as an industry leader. In recent years, the brand has experienced increased popularity owing to its collaborations with celebrities including Neymar, Rihanna, and Dua Lipa, as well as its co-branded collabs with streetwear retailers such as KidSuper, Von Dutch, and Rhude.

With the global pandemic forcing shoppers online, combined with an active drive to keep fit, Puma announced that its direct-to-consumer ecommerce grew by more than 60%. With its online business booming, the retailer understood the value of having a better understanding over what people were searching on its website, whilst ensuring that customers are directed to the right places when searching for its products.


Puma was losing sales over ‘no results’ and needed to improve product discovery by optimising search

For instance, as the stockist of the Italia jersey for the recent UEFA Euro 2020 tournament, the retailer found that people were searching for Italy rather than the team name, which is Italia, which was not showing any results. Similarly, recently announced NBA Rookie of the Year, LaMelo Ball is a Puma athlete. But without any product tied to him yet, nothing would come up when consumers search his name on the site. The company has adapted this to push searches for his name to its basketball range.