Decathlon needs no introduction: the group is the world's largest sports retailer, present in over 70 countries, with over one hundred thousand employees all working towards the same goal: making the sport accessible for all!

Decathlon creates, designs and manufactures its own products. This strategy puts the user at the centre of the business and ensures that its needs are met. Decathlon now has more than 60 of its own brands!

Decathlon’s top challenges in the last years

First, seizing opportunities from the current global eCommerce trendsadapting to new customers’ needs and usages like:

• New technologies

• Mobile Audience,

• Social Media,

• Cost of living

• ...

Then, seizing opportunities from the current global eCommerce trends and activating new Strategic Growth accelerators with:

• Second Life products

• Rental Services

• Marketplace

• Mobile app

• ...

Why an App? Empowering the customers shopping experience

The app initial main purpose was to optimize the in-store experience. Now our customers are omni channel so in 2019 we decided to convert this app to a mobile e-commerce solution to be with our customers all the time. And then in 2021, we transformed the local app in a global mobile solution.

Jessica LLARENA

App Product Owner

Décathlon

The Decathlon app is an international growth accelerator!

To achieve Decathlon's CRM aims, the brand decided in 2019 to turn the existing app into an e-commerce solution to create an ongoing link with its customers and, ultimately, boost the online shopping experience.

And it's working!

The app brings revenue because we also attract new customers that purchase at Decathlon for the first time. Still, the revenue uplift is also high due to the true benefit of having an app as a retailer: retention.

Jéssica LLARENA

App Product Owner

Decathlon

• Higher purchase value: x2.4 Annual revenue for App users vs no app; +30% Revenue Uplift for new customers purchasing on app,

• A better retention: x2.7 more purchases for app customers vs web/store only; 28% retention rate after 3 months vs 9% on web

• And a stronger brand!

The app users are really engaged with your brand and that's why they give a space on their phone to your brand. Having a solid CRM tool is really important because it plays a key role when it comes to keep your relationship with your customers.

Jéssica LLARENA

App Product Owner

Decathlon

Customer Engagement Strategy: Key Partnership & Use Cases

• Reason #1 : reliable, user-friendly and interconnectable solution

• Reason #2: adjusting the CRM stack to omnichannel, enabling real time insights, connectors, and complex scenarios 

• Reason #3: CRM Expertise on both business and technical side, from implementation to daily run 

When we are integrating a new tool, having a really good support service is really important.This enables us to use this new solution the best way, so that we can offer a really optimized experience to our customers.

Jéssica LLARENA

App Product Owne

Decathlon

Discover the added values of our partnership with Decathlon to download the business case!