Puma is to launch branded and personalised communications across 26 countries, as part of its plans to become a digital-first retailer.

The sports apparel company, which saw online sales hit record highs last year, has teamed up with operations experience management platform parcelLab to deliver its plans.

“We have continued to see our customers shop online as we develop our digital-first direct to consumer strategy, with more than a third of our sales this Christmas taking place online,” said Colette Hilton, head of retail and e-commerce at Puma. “This partnership with parcelLab allows us to further refine our already industry leading digital offering and provide our customers with the most innovative online shopping experience”.

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