Decathlon Surprises with Digital Shopping Experience
Parijs, zondag, 25 mei 2025.
Decathlon has introduced an innovative service that allows customers to purchase sports equipment via video calls. Through the ‘Visio Store’, customers can book an appointment to speak with an adviser in a showroom. This is particularly beneficial for expensive and technical products such as bicycles and golf equipment. The showroom is equipped with specialised cameras and screens, enabling customers to view product details. This initiative stems from Decathlon’s desire to assist customers in making the right choices and eliminating any uncertainties. The service was previously tested with electric bicycles, resulting in high sales. Decathlon expects to expand the offering to other sports domains like running in the future. With this approach, Decathlon taps into the growing trend of online shopping and personal customer service.
Digital Transformation in the Retail Sector
The rise of digital shopping experiences like Decathlon’s is illustrative of broader trends within retail. More and more companies are focusing on technology to enhance the customer experience and personalise interactions with consumers. This aligns with the shift to online shopping, where convenience and accessibility are central. Retailers like Decathlon use advanced technologies to lower barriers when buying technical products [1][2].
Decathlon’s Strategy and Market Share
Decathlon remains a leading player in sports retail, leveraging its extensive network of 1,817 stores worldwide [2]. Although the French market is stagnant, the company records a global revenue growth of 5.2% [2]. The new ‘Visio Store’ service plays a crucial role in this strategy by enticing customers with personalised advice and a better product experience [1]. With 17.5% of sales via the web, Decathlon bolsters its digital presence [2].
Impact of the Visio Store on Customer Experience
‘Visio Store’ offers customers the opportunity to be extensively informed about technically complex products. This alleviates uncertainties that typically accompany the purchase of expensive sports equipment. The system utilises specialised showroom equipment and is designed to reassure customers in their decisions [1]. This approach resulted in successful sales with electric bicycles, and Decathlon expects to expand this philosophy to other product categories [1][2].
Expansion into Other Markets
Decathlon plans to introduce the ‘Visio Store’ for running products. This follows the opening of a specialised store concept in Bordeaux. By focusing on specific niches, like running, Decathlon strengthens its brand position and customer loyalty [1][2]. Besides direct sales, Decathlon invests in initiatives that make sports more accessible to a wider audience, such as developing new technological innovations [3].
Competitive Advantages Through a Vision on Sport
Decathlon distinguishes itself by not only focusing on product sales but also on making sports accessible for everyone. The brand supports local initiatives that encourage sports participation and aims to overcome social and cultural barriers [3]. This long-term strategy is at the core of their market approach and bolsters their role as a leader in the global sports retail market. Through affordable pricing and technological innovation, Decathlon remains relevant in a competitive industry [1][2][3].