Decathlon DX
French sports retailer Decathlon has unveiled a new concept dubbed Decathlon DX: D for Decathlon, X for exploration, experience, excitement. The concept was born in three months over the lockdown period. Charles Felgate, in charge of the project, indicated that his team reunited 'not to imagine the store of the future, but to imagine the store in a new way'. The new concept is half-way between a boutique and a showroom.
Assortment
The change is noticeable from the outside as the logo and façade differ from other stores and are presented in a more design-like navy blue. Inside the 800sqm space, the first breach from the original concept is that this store only offers socks and shoes for kids. In the middle of the back-to-school period, it is timesaving for parents to find all items in one place, while in a traditional Decathlon store all items are classified by sport, not by type. A foot scanner allows for kids to get information on their feet size, and as all shoes instore have been identified by the system, it can recommend the best item for each foot morphology. A way to avoid for clients to buy the wrong size, and to save Decathlon from returns.
However, the new concept is not a kid store. In a few weeks, the assortment will rotate to focus on winter items such as coats, gloves and hats for the whole family. The foot scanner will be replaced by a morphological scanner.
Community
In the concept, Decathlon advocates for community through its membership program. Only the members will be able to enjoy the experience by scanning a QR code in the App when entering the store to notify Decathlon they are in and get access to the new payment system: Decath' Go. No need to pass the cashier to pay for items, members can just pass through 'tunnels' equipped with an RFID reader, press 'pay' to validate the transaction and walk out. Traditional cashiers are also available instore for credit card payment only, allowed by the law.
Decathlon also wants its members to get more involved in the co-creation and design of items. The store is equipped with 3-D printers for clients to customise bike handles for example. There is a chilling place in the store that resemble stadium rows for people to meet up, and attend conferences and events organised by Decathlon.
CSR
Decathlon is also committed and wants people to know. On the outside windows, the retailer shares details of manufacturing modes. Videos highlighting the brand's engagements and manufacturing modes are displayed inside the store.
In summary this new concept focuses on technology and community; and it surprisingly gives no space to digital nor omnichannel. The concept is located in the North of France, close to Decathlon head office, and has a dedicated website and dedicated social media accounts.
4 Boulevard de Mons
59650 – Villeneuve D'Ascq, France