Customers Puma Playbook

Global DTC Playbook

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Athletic Retail

2024 sales EUR 8,817M; ecommerce +22%

Puma-style playbook: accelerate DTC share with controlled experimentation

Designed for global brands increasing DTC contribution while maintaining disciplined campaign execution.

Playbook thesis: Use an enterprise storefront network to test DTC growth hypotheses at speed, then push proven systems into flagship and core channels with disciplined rollout control.

Scale + Speed Snapshot

In the first 10 minutes, this route can deploy up to 320 storefronts, 384 live experiments, and 691 coordinated agent workflows.

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Strategic Tension

Sustain direct-channel growth while coordinating category campaigns and merchandising updates globally.

Storefront Strategy

Create dedicated storefront branches for DTC growth programs and campaign experiments, then roll winners into flagship conversion systems.

Outcome Target

Clearer investment decisions and stronger performance in direct and ecommerce channels.

Commerce Blueprint at Launch Scale

Scale storefront expansion while your current store stays stable

These counts model the scaled operating plan for this playbook. Your current store remains the control point, while parallel storefront and experiment branches expand around it.

Current stores

1

Primary store anchors brand-wide conversion standards and governance. This remains your protected current store control surface.

DTC Growth Stores

140

Branches focused on direct-channel growth objectives by category and market. CWL orchestration scales this lane to 140 live storefront branches.

Campaign Stores

100

Dedicated lanes for seasonal pushes, collaborations, and product launches. CWL orchestration scales this lane to 100 live storefront branches.

Lead Capture Funnels

80

Owned audience capture for lifecycle, loyalty, and retention expansion. CWL orchestration scales this lane to 80 live storefront branches.

Weekly Experiment Slots

384

Concurrent tests across offer strategy, creative, checkout, and fulfillment. CWL orchestration scales this lane to 384 concurrent tests at launch.

Storefront Mix

DTC growth stores

140

Scale direct-channel programs quickly without disrupting flagship stability. This playbook can launch up to 140 parallel storefronts in this pattern.

Campaign launch stores

100

Run focused release and messaging tests by category, season, and market. This playbook can launch up to 100 parallel storefronts in this pattern.

Lifecycle capture funnels

80

Convert traffic into repeatable owned-demand channels and retention cohorts. This playbook can launch up to 80 parallel storefronts in this pattern.

90-Day Route

From baseline to repeatable growth in 90 days

We keep your current store stable while we launch focused tests, validate winners, and roll proven improvements back into revenue-critical journeys.

Now · Days 1-15 Next · Days 16-45 Then · Days 46-90

Phase 1 of 3

Days 1-15

Baseline DTC funnel performance and activate a multi-lane growth portfolio.

This phase sets the baseline so every decision is measured against revenue and customer experience outcomes.

What Success Looks Like

Four DTC lanes are operational with clear KPI ownership and daily performance reporting.

Audit conversion by category, device, and market across top revenue regions.

Launch four DTC growth storefront branches with shared catalog, inventory, and pricing sync.

Build a 90-day experiment plan for offer architecture, creative systems, and checkout friction.

On the strategy call, we map your first 90-day route and select the 3 highest-impact tests.

Experiment Lanes

Always-on tests tied to revenue outcomes

Autonomous lanes run continuously with weekly test cycles, while your team sets approvals and brand guardrails.

Lane 1 of 3

Offer and pricing

208 launch-scale tests per quarter

Bundle structures, promotional thresholds, urgency framing, and margin-protected discount logic (26 tests per quarter).

Why this lane matters: Improves how quickly shoppers understand value and move from landing to checkout.

Demand Capture

Turn high-intent traffic into qualified leads and trigger fast follow-up.

  • Capture 650,000+ annual category and campaign leads into owned nurture and loyalty tracks.
  • Segment leads by intent depth, category preference, and campaign engagement behavior for higher relevance.
  • Retarget high-intent non-buyers with tailored offer sequences tied to product and shipping preferences.

Why Leaders Run This

  • - Launch more growth ideas without destabilizing the current store experience.
  • - Move from assumptions to validated winners in weeks, not quarters.
  • - Scale only what proves commercial value across campaigns and segments.

Playbook Commerce Graph

Sprawled icon graph for Puma DTC Mix Acceleration

This graph is fully expanded by default. Hover any node to reveal playbook-specific labeling and role clarity across stores, tests, variants, and orchestration paths.

Graph Interaction

Hover a node to expand details. Scroll horizontally to inspect the full topology.

Primary Experiment Lanes

Offer and pricing Campaign creative Checkout and fulfillment

10-Minute Kickoff

10m

From kickoff to a live multi-store graph

Storefront Capacity

320

Parallel storefront branches launched from this route

Experiment Throughput

384

Concurrent tests orchestrated inside this graph

Agent Workflows

691

Agentic tasks coordinated across this playbook

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What This Playbook Focuses On

  • - DTC launch planning tied to category and campaign priorities.
  • - Ecommerce conversion experimentation across PDP, cart, and checkout.
  • - Cross-market reporting governance for rapid scaling decisions.

Bring your store. We run your playbook with agentic orchestration.

We launch the route, run the experiments, and move winning patterns back into your current store. Your team sets goals and guardrails while autonomous storefront agents handle execution at machine speed.

Autonomous Operating Layers

  • - Strategy layer: your team and CWL set goals, approvals, and brand guardrails.
  • - Orchestration layer: autonomous agents launch storefront branches, run experiments, and optimize routes at machine speed.
  • - Delivery layer: winning patterns are promoted into your current store with monitoring, safety checks, and rollback protection in place.
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