Strategy (6)
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Prospect AnalysisDecathlon (Strategy)
Decathlon pledges to “make sport accessible to the many” and this is integral to its strategy. Its stores aim to create communities around sport, with stores generating retail theatre around its broad assortment of private label lines.
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Prospect AnalysisEcommerce at Decathlon
Dedicated online sites operate across Decathlon’s major markets and it is focused on growing its ecommerce sales as part of a broader omnichannel strategy.
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Prospect AnalysisTechnology at Decathlon
Decathlon is focused on leveraging technology around the world to improve the customer journey for shoppers and to leverage the efficiency of its in-store, supply chain and e-commerce operations. It tends to trial solutions in a single market, but will roll them out to other geographies if successful.
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Prospect AnalysisSupply chain at Decathlon
Decathlon has 69 distribution centres worldwide and recently expanded its UK distribution centre in Northampton. In major markets Decathlon is rolling out automated supply chain solutions.
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Prospect AnalysisStores at Decathlon
Decathlon stores are typically large-format, experiential locations for sports lovers. Small formats, pop-ups and shop-in-shop installations are used to infill in other locations. The UK is a significant market for future expansion.
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Prospect AnalysisCustomer and marketing at Decathlon
Decathlon continues to invest in advertising and marketing to boost turnover and brand awareness in the UK. Execution is its biggest differentiator.
