Decathlon's Omnichannel Success: How to Bridge Physical & Digital

Decathlon Australia is poised to push the boundaries of the physical and digital, building a strong technological foundation to support its complex retail environment and offering a differentiated way in engaging with customers.

With a robust technological foundation, Decathlon is bridging the gap between online and offline retail, creating a differentiated, customer-centric experience. However, like many retailers, they face challenges such as limited budgets and rising competition.

In this exclusive session, Vincent Samba, Head of Digital at Decathlon, shares how the company has reimagined its marketing strategy, shifting the focus from excessive ad spend to customer-first innovation. With deep expertise in user experience and managing the tech stack across their digital platforms, he unravels insights on how they have taken advantage of this redesigned retail ecosystem.

If you missed it live, don’t worry – you can now watch this insightful conversation on demand below!

Here are some insights we’ve unpacked for you:

• Debunking the Myth of the “Digital vs. Physical Customer”: Are you still thinking about 'digital customers' and 'physical customers' as separate entities? Decathlon reveals why this outdated thinking is costing you sales, and how to truly integrate the customer journey across all channels.
• Empowering retailers with AI-driven efficiency: Vincent provides concrete examples of how AI is driving tangible results such as delivering personalised and immersive experiences for improved customer satisfaction
• Bridging the Gap Between Online and Offline: QR codes have transformed product discovery, providing instant access to product details and reviews. Meanwhile, Decathlon’s in-store marketplace—offering 45,000 sports products through brand partnerships—demonstrates how digital innovation can diversify offerings and unlock new revenue streams
• Cultivating a culture of agility and innovation: Technology is only as good as the people using it. One of the biggest challenges in digital transformation? Gaining internal buy-in. Vincent’s approach? Lead by example. Before scaling any initiative, his team tests it directly on the retail floor, ensuring practicality and alignment with real-world customer needs
• Marketing success isn’t just about ad spend, it’s about holistic growth: Are you measuring the right marketing metrics? Decathlon reveals why traditional KPIs aren't enough and shares their approach to tracking holistic growth, including the Marketing Efficiency Ratio (MER) and organic brand growth

If you're tight on budget and yearning to break free from the challenges of limited resources, Vincent is here to pave the way for success in optimized marketing channels and customer-centric focus! 

Vincent Samba, Head of Digital, Decathlon Australia

Join him at Sheraton Grand Sydney Hyde Park on Day 1, 25th February, 3PM in a Case Study Fireside Chat as he kicks off an exciting conversation with fellow retailers on how can you be more agile and efficient with existing marketing, digital and/or sales channels to deliver effective outcomes.