What: Decathlon launches 'Visio Store', a video consultation service connecting customers with in-store experts for technical product guidance and personalised shopping assistance.

Why it is important: The initiative addresses the growing demand for personalised digital shopping experiences whilst leveraging Decathlon's technical expertise, reflecting broader industry trends in virtual retail consultation.

Decathlon has unveiled 'Visio Store', an innovative video consultation service that connects online shoppers with in-store product experts. The service, which focuses on technical categories including cycling, fitness equipment, outdoor gear, and golf, enables customers to schedule video calls with specially trained staff who demonstrate products from dedicated showrooms. This initiative addresses customers' primary concern: the uncertainty in purchasing technical or investment-heavy items online. The service has already proven successful during its pilot phase with electric bikes, achieving a remarkable conversion rate of nearly 50%. Equipped with specialised cameras and screens, the showroom allows detailed product demonstrations and zooming capabilities, while augmented reality technology enhances the visualisation of camping equipment. The expansion into running equipment aligns with Decathlon's recent category-focused retail strategy, reflecting the company's commitment to combining digital innovation with expert consultation.

IADS Notes: Decathlon's launch of 'Visio Store' represents a significant evolution in retail's digital transformation. This initiative aligns with broader industry trends seen in May 2025, when Debenhams implemented virtual fitting room technology , and builds upon the phygital retail revolution documented in September 2024 . The service complements Decathlon's strategic shift toward specialised retail formats, as evidenced by their running-focused store launch in May 2025 . This development follows the company's broader digital evolution strategy, which included significant e-commerce expansion through partnerships  and lifestyle-oriented initiatives in November 2024 , demonstrating Decathlon's commitment to enhancing customer experience through integrated digital solutions.

Decathlon launches remote sales via video call