In addition to Buy-online-pickup-in-store (BOPIS) capabilities, customers have a choice of delivery methods, including Home Delivery in as little as two hours Click and Collect, which incorporates the collection of orders in store in 1 hour, free of charge Delivery Comfort which applies to large-volume orders that require two people to take it to the delivery point Delivery with Assembly delivery to Collection Points located across the city center and, of course, easy processing of Returns. Enterprise-wide RFID implementation enables inventory to move faster and with greater accuracy – so fulfillment is easier and more flexible than ever before. The first big hurdle for retailers today is getting all the omnichannel capabilities right, and with Decathlon, it’s as if they’d always been there. Without a doubt, Decathlon is setting the standard for every sporting goods retailer, and here’s how. It is this combination of in-store technology, omnichannel capabilities, and personalization initiatives that lead to a better customer experience because of the exponential increase in flexibility it offers customers. These innovations can be broken down into the introduction of in-store technology, omnichannel capabilities, personalization, and, yes, sustainability. The store still retains its no-frills approach, but now offers all the omnichannel bells and whistles of its competitors. We’ve all read about the digital transformations that are propelling brands like Lululemon, Dick’s Sporting Goods, Under Armour, Nike, Adidas, and REI, to name a few, to successfully increase their customer base and ultimately, sales.Īfter my visit to Decathlon Gràcia, the retailer’s newest store in Barcelona, it looks like the world’s largest sporting goods retailer is keeping up with the competition while still keeping in line with their commitment to making sport accessible to the greatest possible number of people. Like all retailers, sporting goods stores must also step up their game and adapt if they want to survive in the new era of omnichannel retail.
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