Sportswear major Puma has introduced a digital concierge at its flagship store in Las Vegas, as the brand sharpens its focus on in store experience and direct consumer engagement.
The concierge sits within a large interactive screen and assists shoppers with product discovery inside the store. It can respond in multiple languages including English, Spanish, French, Arabic and Mandarin, helping visitors navigate collections and find relevant products with ease.
At present, the system is centred on performance running categories. It guides customers on product features, fit and usage, while also checking real time inventory availability inside the store. The interface allows shoppers to ask questions and receive responses in a conversational format, making the browsing experience more intuitive.
The tool has been built in partnership with Google Cloud and LiveX AI. It combines conversational technology with an interactive visual format to support customers during their in-store journey. Store staff continue to play a central role. The concierge is designed to support associates by providing quick information, allowing them to focus more on personalised service and closing sales.
The Las Vegas flagship, spread across about 25000 square feet, already features interactive zones including a racing simulator, gaming areas and product customisation spaces. The addition of the concierge builds on this approach of making stores more engaging and experience led.
Globally, Puma operates more than 2000 stores across owned, franchised and partner formats. The Las Vegas deployment is expected to serve as a pilot, with the company likely to evaluate customer response before considering expansion across key markets.
The move reflects a broader shift in retail, where brands are investing in technology to connect physical stores more closely with digital capabilities while improving customer engagement at scale.
