In this insightful episode, Puma's VP of E-commerce, Chris Hardisty, details the complexities of managing e-commerce for a global brand. He discusses navigating challenges as both a sales channel and brand ambassador, offering valuable lessons on balancing direct-to-consumer efforts with marketplace strategies like Amazon, and leveraging advanced fulfillment technologies such as Autostore for competitive advantage. This is a must-listen for e-commerce operators looking to scale their operations and optimize their omnichannel presence.
Key takeaways
Understand the dual role of e-commerce as both a sales channel and a brand ambassador for large organizations.
Evaluate the strategic use of marketplaces like Amazon in conjunction with direct-to-consumer platforms to maximize reach and revenue.
Explore implementing advanced fulfillment technologies such as Autostore for improved efficiency and customer satisfaction.
Consider the historical context and brand heritage when developing current e-commerce strategies to maintain brand identity.
Learn to balance the challenges of maintaining brand integrity while also driving sales through various digital channels.
EP058 - Puma VP of E-commerce, Chris Hardisty Chris Hardisty is the VP of E-Commerce for Puma. We spoke with Chris about the history of Puma, the challenges of being a sales Chanel and the Brand Ambassador, Amazon, Demandware, and their state of the art fulfillment center leveraging the Autostore picking system. Don't forget to like our facebook page, and if you enjoyed this episode please write us a review on itunes. Episode 58 of the Jason & Scot show was recorded on Thursday November 3, 2016. http://jasonandscot.com Join your hosts Jason "Retailgeek" Goldberg, SVP Commerce & Content at Razorfish, and Scot Wingo, Founder and Executive Chairman of Channel Advisor as they discuss the latest news and trends in the world of e-commerce and digital shopper marketing.
