Business Case • Retail & e-Commerce
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!
First, seizing opportunities from the current global eCommerce trendsadapting to new customers’ needs and usages like:
Cost of living
Then, seizing opportunities from the current global eCommerce trends and activating new Strategic Growth accelerators with:
Second Life products
« 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. »
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. »
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. »
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. »
Disocover the added values of our partnership with Decathlon to download the business case!