an omnichannel retailer
TRANSCRIPT
An Omnichannel RetailerEstelle Bouvier - Digital Advertising Manager
Gil Malbert - Webmerchandising ManagerOlivier Flament - Direct Marketing Manager
EcommerceMobile website
Application
27 stores
DECATHLON BELGIUM
2013 ECOMMERCE
LAUNCH
2015 ALL IN ONE
2014 THE BIG SHIFT
2016 OPTIMISATIO
N
2017 WHAT’S NEXT
In 2013 - ECOMMERCE LAUNCH
THE CUSTOMER CAN CHOOSE HIS JOURNEY IN A STRUCTURED ENVIRONMENT BY SPORT USAGE - STORE AND WEB
In 2013
AS A CUSTOMER, I AM PRACTISING THE SPORT OF RUNNING. I AM SEARCHING FOR A PAIR OF RUNNING SHOES.
In 2013
In 2013
AS A CUSTOMER, I WOULD LIKE TO KNOW IF OTHER CUSTOMERS WHO BOUGHT THIS PRODUCT LIKED IT - OR NOT.
In 2013
THE CUSTOMER CAN BUY ONLINE AND COLLECT THE ORDER IN THE STORE - FOR FREE.
+ 30 %
In 2014 - THE BIG SHIFT
In 2014THE CUSTOMER SHOULD BE ABLE TO CHOOSE A PRODUCT EVEN IF WE CAN’T OFFER IT
IN EACH STORES - THIS IS THE KIOSK PROJECT.
In 2014
AFTER THE FIRST TEST, THE KIOSK WERE DUPLICATED IN ALL STORES.
In 2015 - ALL IN ONE
In 2015
Total Sales Online sales Offline sales Sales via call-centers
AS A SMART COMPANY, WE’VE DECIDED TO NO LONGER MAKE A DIFFERENCE BETWEEN ONLINE AND OFFLINE TURNOVER.
In 2015
AND AS A SMART COMPANY, WE’VE DECIDED TO MERGE THE ONLINE AND THE OFFLINE CUSTOMERS’ ACCOUNTS.
In 2016 - OPTIMISATION
In 2016
START WITH A NEW TEAM BEHIND OUR ECOMMERCE
In 2016
IMPROVEMENT ON THE INTERNAL SEARCH ENGINE
A SEARCHER IS A BUYER17% OF ONLINE TURNOVER
In 2016
USE THE ONLINE DATA TO IMPROVE THE OFFLINE OFFER
In 2016
STRUCTURED DATA
In 2017 - WHAT’S NEXT ?
AS A MARKETER, I’M ABLE TO CREATE NEW AUDIENCES BASED ON ONLINE AND OFFLINE DATA.
Decathlon Belgium
Isn’t it time to buy a new one?
Two years ago… Today !
In 2017
AS CUSTOMER, I’LL GET CUSTOM ADS AT THE RIGHT MOMENT OF MY JOURNEY THROUGH MY FAVOURITE CHANNEL.
In 2017
Running during the winter : 10 tips against the cold
weather!
Newsletter
FINALLY, WHAT’S OUR AMBITION ?
THANK YOU !