Decathlon is the biggest sport retailer in the world, encompassing both brick-and-mortar, as well as online stores. Offering the same strong team spirit across all its branches and a common mindset: vitality and responsibility.
Decathlon is the biggest sport retailer in the world, encompassing both brick-and-mortar, as well as online stores. The brand is present in over 30 countries, offering the same strong team spirit across all its branches and a common mindset: vitality and responsibility.
The Decathlon team operates with one common goal in mind: allow as many people as possible to feel the joy and benefits of practicing sport. Their products are aimed at all sport enthusiasts: from beginners to professionals, available in the brand’s store.
Since its establishment in 1976 in France, Decathlon has always pursued the path of innovation. This includes the R&D put into the products, their design and manufacturing, but also the sales strategies in brick-and-mortar and online stores. The tenacity in reaching its goals and the diligence in all operational areas have put Decathlon at the very pinnacle of the sporting goods retailers worldwide.
EVERY DAY AT DECATHLON IS A CONSTANT TESTIMONY TO MAKING SPORT A SOURCE OF JOY AVAILABLE TO ANYBODY, ANYWHERE.
– MICHEL ABALLEA
the strategic goal
In its business strategy Decathlon is emphasizing the increase in sales in the e-commerce channel – ultimately it should reach the level of sales of the brick-and-mortar stores. The brand has named the increase in the AOV (Average Order Value) as the core factor in reaching this goal. To reach this target Decathlon wants to inspire the customers who are already in the online store to make bigger purchases more frequently.
Simultaneously, the brand strives to improve the e-commerce shopping experience. That is why as its next goal Decathlon has decided to fully personalize its offer in order to help its users find the products they want in a fast and efficient way.
To sum up: the brand wanted to maximize the sales from a single order and to shorten the overall purchase process.
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a challenge for QuarticON
The Decathlon team, owing to its experience in utilizing innovative solutions, knew how important an efficient recommendation engine will be in order to reach the targets set out by the brand. The solution was supposed to handle big data processing in real time to maximize the accuracy of sales proposals.
This is why Decathlon decided to cooperate with QuarticON and its recommendation system: based on AI, offering tailored functionality that is aimed at carrying out any and all sales goals of online stores. In the case of the e-commerce channel Decathlon wanted to increase the average cart value – this in turn would boost the overall online sales numbers.
A key challenge for QuarticON was to provide full personalization within a vast assortment of the items featured in the store – an array of over 20,000 products. All users visiting the Decathlon online store were supposed to see a different, personalized offer that matches their individual need. This can only be achieved by using self-learning algorithms and instant analysis of big data, making the creation of individual user profiles possible.
Incorporating cross-selling into the process was another challenge. In particular: taking into consideration online equivalents of cash-register cross-selling items by recommending supplementary products at the last stage of the purchasing process.
In turn, QuarticON’s objective was to created a dedicated AI algorithm for Decathlon that would flawlessly match cross-sell products with the individual needs of particular users. As a result: instead of adding just one item to the cart the user would add whole sets – the original product chosen by the customer and supplementary items corresponding with it, inspired by the recommendation engine.
HOW DID QUARTICON DO?
solutions and results
THE SHARE OF THE RECOMMENDATION-INDUCED SALES CONSTITUTES 13% OF THE OVERALL INCOME OF THE STORE!
HOW DID WE MANAGE TO DO IT? FIND THE KEY SOLUTIONS BELOW.
Personalizing starts at the home page
Recommendations are displayed upon the customer’s first visit in the store. A personalized home page displays current bestsellers and inspires purchases from the very first interaction!
Shopping inspirations right from the get-go help even the most indecisive of the customers make a choice. As a result, thanks to the recommendations, around 3% of these customers decide to purchase the recommended product without having to go through a time-consuming research process. Saving time and getting all the support you need while trying to make a decision also means that there is a much bigger chance that the customer will come back for more! Bottom line: you don’t only boost the sale value, but also the retention indicator.
Category page recommendations
A smart shop clerk can recommend just the right product to customers who have a general idea of what they want to buy, but don’t know exactly what product to choose.
The category page CTR reached almost 10%! Every tenth person clicks on the recommended product, while every third person in that group adds the item to the cart and ultimately: buys it. The customer buys upon reaching a peak of the purchasing impulse.
THE CATEGORY PAGE CTR REACHED ALMOST 10%!
A personalized product page
Recommending supplementary products and similar products to the one currently displayed help the customer make a decision to purchase a full set of items!
Personalized recommendations invoke interest (around 400,000 clicks per month!), make the process of finding the right product faster and inspire the impulse of buying more. The product page CTR averages around 6%!
THE PRODUCT PAGE CTR AVERAGES AROUND 6%!
An additional shopping impulse on the cart page
The last step of the purchasing process displays recommendations for supplementary items that correspond to the currently displayed product. This is a means to carry out the cash-register cross-selling strategy – a key expectation within the Decathlon sales strategy.
Over 6% of customers who were finalizing a purchase decided to buy an additional product! A 6% cart conversion rate – in the case of Decathlon – translated into over 300 more products sold each month.
A 6% CART CONVERSION RATE!
The quality, as well as the experience of our customers, is at the centre of our everyday interest. We are convinced that these two aspects have greatly contributed to the success of Decathlon. The QuarticON system has helped us improve our customers’ buying experience. The QuarticON personalised product recommendation system acts as an expert consultant, which improves site navigation and enables customers to quickly and accurately select the products they need. This goes hand in hand with better results of the e-shop. After introducing the system, we have registered a noticeable increase in the average purchase value, an increase in click-through rate and a significant boost to goods sold. We can only recommend the system!
— JAKUB GIERSZYŃSKI