When shoppers land on Puma’s homepage this Christmas, what they’ll see is the result of almost a year’s work by the sports retailer.
Like many other brands, Puma needs to order its products two seasons in advance, but the company also spends months perfecting its range management strategy for peak trading periods like Christmas. It’s all part of an effort to show customers the right product at the right time, to increase the chances of converting visitors into buyers.
It’s also a question of avoiding a common pitfall to which many retailers succumb: simply showcasing their best-selling products or focusing on big discounts and promotions – a strategy which is likely to appeal to certain customers more than others. It can also leave retailers with a big pile of expensive inventory after Christmas, as products which are less recommended are left unsold.