Case Study: PUMA achieves 300%+ loyalty redemption increase with Capillary Technologies

PUMA increases loyalty awareness among customers and wins higher returns

PUMA, a global sportswear brand, faced low engagement and poor redemption rates in its AdvoCAT loyalty program — only about 2% of customers were redeeming and just 19% could access program benefits. High earn-to-burn liability, annual slab-moving barriers and weak communication meant customers rarely used their points, limiting incremental sales and long-term loyalty.

Capillary redesigned AdvoCAT to increase gratification and communication, revising slab rewards and running targeted point-reminder campaigns for customers with 200+ points. The changes drove over a 300% increase in redemptions, a drop in the earn-to-burn ratio from 9.4 to 6.5, more than 350% growth in extra sales, roughly INR 4.5 extra sales per point, a 5x rise in redeemers, and incremental campaign revenue of over INR 920,000.

Puma

Isaac John

Marketing Head