Implementing eSputnik’s Omnichannel CDP System
Since 2022, PUMA Ukraine has been leveraging eSputnik’s omnichannel Customer Data Platform (CDP) to enhance personalization across its ecommerce channels. This strategic move resulted in a remarkable 73% increase in revenue compared to the previous year. Orders featuring personalized recommendations surged from just 2% to 20%. In 2024, eSputnik introduced a new AI-powered transformer recommendation model, significantly boosting conversion rates and overall sales. By 2026, PUMA conducted A/B testing of recommendation modules across 21 ecommerce projects, achieving conversion uplifts of up to 18%.
Research indicates that 92-98% of visitors to ecommerce sites remain anonymous. Prior to 2022, PUMA Ukraine focused on building a system capable of identifying customers and responding to their intent. To encourage users to share their contact details, the company employs five core strategies:
- Service notifications
- Early access to discounts
- Exclusive sales events
- Promotional codes
- New arrivals and exclusives
Key tools for collecting contacts include a homepage widget offering a 10% discount, a footer subscription form, countdown timer banners, wishlists for logged-in users, gamified widgets, and offline self-service terminals.
The Impact of CDP Technologies
To monetize anonymous visitors, PUMA uses CDP features like web tracking and data matching. Analysis of the “Abandoned Browsing” trigger over seven months revealed that 54.6% of orders came from new contacts, contributing 23.5% of the trigger’s revenue. This added 0.14% to overall site income without extra advertising costs. Customer communication follows a cyclical process, monitoring open rates (OR), click-through rates (CTR), and conversion rates (CR). Triggers are organized into four categories: welcome series, service emails, call-to-action prompts, and birthday greetings.
Over two years, the “Back in Stock” trigger achieved 55% open rates, 29% click-throughs, and 4% order rates. Comparing 2024 to 2023, PUMA saw a 73% revenue increase, 195% growth in orders, and a 194% rise in conversion rates. Breakdown of orders by recommendation blocks shows “You May Also Like” accounting for 46%, “Best Sellers” 33.83%, “Recently Viewed” 13.26%, and “Complete the Look” 5.03%.
In 2025, shifting the “Frequently Bought Together” block to eSputnik’s algorithms delivered a 130% increase in CTR and a 14% boost in conversions. Within PUMA’s mobile app, recommendation blocks outperform the website by 10% in conversion rate. These recommendations are also integrated into trigger-based campaigns such as “Abandoned Cart,” “Abandoned Category,” and “Price Drop in Cart,” achieving a 20.54% CTR and a 10% lift in conversions.
PUMA maintains customer engagement through multiple channels including email, Viber, web push notifications, and in-app messaging. In spring 2026, eSputnik’s CDP ran a month-long A/B test across 21 ecommerce projects with a 90/10 traffic split. The median conversion increase was 7.9%, the average 9.2%, and top performers saw gains up to 18%. Additionally, average order value rose in 10 projects, while conversion from recommendations improved in 19.
“Above all, we must value the customer. It’s crucial to consider individual needs—favorite categories, family status—without overwhelming them with excess information,” explained Yevheniya Chekhovska, Senior Performance Marketing Manager at PUMA Ukraine LLC.
With these innovations, PUMA Ukraine continues to refine customer interactions and drive higher ecommerce performance.
The success of eSputnik’s omnichannel CDP highlights the growing importance of personalization in online retail. The substantial rise in orders featuring tailored recommendations and revenue gains demonstrate that adapting to customer preferences is key to competitive advantage. PUMA’s approach offers a valuable blueprint for other ecommerce businesses aiming to enhance their communication strategies and customer engagement.