{"id":4918,"date":"2019-06-30T09:28:44","date_gmt":"2019-06-30T03:58:44","guid":{"rendered":"https:\/\/www.vue.ai\/blog\/?p=4918"},"modified":"2024-05-17T12:29:00","modified_gmt":"2024-05-17T06:59:00","slug":"decathlon-innovatio","status":"publish","type":"post","link":"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/decathlon-innovatio\/","title":{"rendered":"Inside Decathlon: The Success Story Of A Brand Making Sports Accessible"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69e0230362ab6\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69e0230362ab6\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/decathlon-innovatio\/#the-game-changer\" title=\"The Game-Changer\">The Game-Changer<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/decathlon-innovatio\/#innovation-at-heart\" title=\"Innovation At Heart\">Innovation At Heart<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/decathlon-innovatio\/#customer-experience-calls-the-shots\" title=\"Customer Experience Calls The Shots\">Customer Experience Calls The Shots<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/decathlon-innovatio\/#promoting-sports-accessibility\" title=\"Promoting Sports Accessibility\">Promoting Sports Accessibility<\/a><\/li><\/ul><\/nav><\/div>\n<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">7<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><span style=\"font-weight: 400;\">Companies often talk about being \u2018customer-centric\u2019, but Decathlon has gone a step further by putting their customers at the heart of their growth strategy. They have built the world\u2019s largest sporting goods company by championing a consumer-centric approach through innovation, technology, and rapid expansion.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, the retailer <\/span><a href=\"https:\/\/www.afr.com\/business\/retail\/decathlons-staffdriven-secret-to-success-20170527-gweo9a\"><span style=\"font-weight: 400;\">consciously decreases profit margins<\/span><\/a><span style=\"font-weight: 400;\"> of its products year on year to pass on the benefits to its buyers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Olivier Robinet, CEO of Decathlon Australia <\/span><a href=\"https:\/\/www.afr.com\/business\/retail\/decathlons-staffdriven-secret-to-success-20170527-gweo9a\"><span style=\"font-weight: 400;\">shared<\/span><\/a><span style=\"font-weight: 400;\">, \u201cWhat I have in mind is to sell at the lowest price we can. A lot of companies think exactly the contrary, they want to sell at the highest price they can at the highest margin. We want to &#8230; sell at the lowest margin we can. Our margin decreases every year and that&#8217;s a big topic for us.\u201d<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">It is a brand that wants to sell at the lowest possible profit margins, a brand that measures the effectiveness of their business objectives by looking at how happy its customers and employees are and yet, it has <\/span><a href=\"https:\/\/economictimes.indiatimes.com\/industry\/services\/retail\/decathlon-overtakes-adidas-nike-in-sports-gear-retailing\/articleshow\/68804024.cms\"><span style=\"font-weight: 400;\">outpaced competitors<\/span><\/a><span style=\"font-weight: 400;\"> (established brands) in the most complex and demanding markets.<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Let\u2019s attempt to demystify this success story.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"the-game-changer\"><\/span><b>The Game-Changer<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Established by French billionaire Michel Leclercqin in 1976, the France-based sports retailer has over 1600 stores in more than 50 countries spread across 5 continents. 2019, particularly, has been a busy year for the company. Only 6 months in and they have already opened their first store in <\/span><a href=\"https:\/\/www.retaildetail.eu\/en\/news\/fashion\/decathlon-wants-become-big-japan\"><span style=\"font-weight: 400;\">Japan<\/span><\/a><span style=\"font-weight: 400;\"> &amp; <\/span><a href=\"https:\/\/www.retailnews.asia\/decathlon-vietnam-opens-its-very-first-store\/\"><span style=\"font-weight: 400;\">Vietnam<\/span><\/a><span style=\"font-weight: 400;\">, first superstore in the <\/span><a href=\"https:\/\/www.retaildetail.eu\/en\/news\/fashion\/decathlon-opens-first-american-store\"><span style=\"font-weight: 400;\">US<\/span><\/a><span style=\"font-weight: 400;\">, a retail park in <\/span><span style=\"font-weight: 400;\">Poland<\/span><span style=\"font-weight: 400;\">, and a megastore in <\/span><a href=\"https:\/\/www.retailnews.asia\/decathlon-opens-singapore-megastore\/\"><span style=\"font-weight: 400;\">Singapore<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For the first 25 years, the retailer focused on growing its business in the European market like Spain, Germany, Italy, and Portugal. As the world entered the 21<\/span><span style=\"font-weight: 400;\">st<\/span><span style=\"font-weight: 400;\"> century, Decathlon decided to enter the Asian market by opening its first store in China (2003) and India (2009).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Decathlon has a unique business model &#8211; they design, test, manufacture, and retail their own brands. Their research and development team <\/span><a href=\"https:\/\/www.outsideonline.com\/2375741\/decathlon-budget-outdoor-camping-backpack-gear\"><span style=\"font-weight: 400;\">employs 700 people<\/span><\/a><span style=\"font-weight: 400;\"> that work meticulously on new products and new designs of existing products. Every year, the retailer churns out about 2,800 products on an average.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At present, they have just under 30 private labels \u2013 each dedicated to one sport or physical activity. These passion brands have their own identity in the market. For example, Quechua is their hiking, camping, and outdoor gear brand. The Kalenji range is designed for running and Wed\u2019Ze is for skiing enthusiasts.\u00a0<\/span><\/p>\n<figure id=\"attachment_4919\" aria-describedby=\"caption-attachment-4919\" style=\"width: 700px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4919 size-full\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/06\/brands-banner.png\" alt=\"Decathlon business model\" width=\"700\" height=\"300\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/06\/brands-banner.png 700w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/06\/brands-banner-300x129.png 300w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><figcaption id=\"caption-attachment-4919\" class=\"wp-caption-text\">Source: Decathlon<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">While the company localizes its expansion strategy to suit the needs of the country they are setting their foot into, there are a few parameters that they don\u2019t compromise on. The store space is one such factor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When retail spaces are shrinking and the world is moving online, the sports retailer chooses to open outlets that are the size of a warehouse. Case in point: The <\/span><a href=\"https:\/\/www.prnewswire.com\/news-releases\/benderson-development-announces-decathlon-global-sporting-goods-brand-is-opening-first-full-scale-store-and-launching-nationwide-shipping-300713199.html\"><span style=\"font-weight: 400;\">size<\/span><\/a><span style=\"font-weight: 400;\"> of the retailer\u2019s flagship store in Emeryville, California is 47,000 square-feet!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The other parameters are to find a location where the terrain and the people would assist in building an active sports community to test the products. Emeryville, for instance, extends to the shore of San Francisco Bay area where all kinds of sports are practiced, be it cycling, hiking or water sports.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But before the latest innovations reach the product shelves, they undergo rigorous tests and alterations\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"innovation-at-heart\"><\/span><b>Innovation At Heart<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A key hub of innovation is their <\/span><a href=\"http:\/\/sustainability.decathlon.com\/action-areas\/products-services\/innovation-every-level\/\"><span style=\"font-weight: 400;\">SportsLab<\/span><\/a><span style=\"font-weight: 400;\"> where the products are tested by a team of professionals, athletes, and sports experts during the designing process. From a thermal team that studies the human body\u2019s reaction to different climatic conditions to a science team that is entrusted with the responsibility to gauge how people feel, the two decades-old lab is the place where designs are either discarded or promoted to the next level.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The <\/span><a href=\"https:\/\/www.digitalforallnow.com\/en\/decathlon-a-sports-goods-chain-at-the-cutting-edge-of-open-innovation\/\"><span style=\"font-weight: 400;\">Decathlon Creation<\/span><\/a><span style=\"font-weight: 400;\"> platform invites users to submit their product ideas in the suggestion box. If the idea catches the attention of the company, then the user gets the opportunity to meet the design team and collaborate.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The outcome of these creative initiatives is the range of <\/span><a href=\"https:\/\/www.decathlon.in\/content\/innovation2017\/index.html?icm=banner&amp;icn=Artengo_Homepage\"><span style=\"font-weight: 400;\">unique products<\/span><\/a><span style=\"font-weight: 400;\"> like Btwin Folding Bike, 2 Seconds Pop Up Tent, Scooter Child Carrier, and Kiprun LD Running Shoes \u2013 all made available at affordable prices. But the price tag isn\u2019t the only thing that has helped the company to earn the trust of millions of global consumers.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"customer-experience-calls-the-shots\"><\/span><b>Customer Experience Calls The Shots<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Those who only credit the retailer\u2019s frugal prices for its success are in deep denial.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The low prices, in fact, pose the biggest challenge for the company. Years of conditioning makes it difficult for consumers to see value in products that are available at low prices because they associate premium prices with premium quality and vice versa.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThe big thing we are learning is that we have to focus on explaining the value of the product,\u201d <\/span><a href=\"https:\/\/www.outsideonline.com\/2375741\/decathlon-budget-outdoor-camping-backpack-gear\"><span style=\"font-weight: 400;\">admitted<\/span><\/a><span style=\"font-weight: 400;\"> Ange Diaz, Decathlon USA\u2019s chief financial officer.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Decathlon\u2019s entry, exit, and re-entry in the US market easily debunk the myth that \u2018price\u2019 is calling the shots and is the only redeeming factor.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The Emeryville store is Decathlon\u2019s first full scale store in the US, which was opened in May 2019. The store has ample space to conduct sports classes and build experiential centres for visitors to try the products. But this is not their first time in America.\u00a0<\/span><\/p>\n<figure style=\"width: 2560px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/s3.amazonaws.com\/images.gearjunkie.com\/uploads\/2019\/04\/decathlon-new-store-exterior.jpg\" alt=\"Decathlon\" width=\"2560\" height=\"1707\" \/><figcaption class=\"wp-caption-text\">Source: Gear Junkie<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">The company had tried to enter and failed, back in 2006. 13 years later, they are back.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While speaking about their decision to enter the US market once again, Decathlon USA&#8217;s COO Sophie O&#8217;Kelly de Gallagh <\/span><a href=\"https:\/\/www.bicycleretailer.com\/retail-news\/2019\/04\/23\/we-visit-decathlons-first-us-superstore#.XOu8h4gzbIU\"><span style=\"font-weight: 400;\">asserted<\/span><\/a><span style=\"font-weight: 400;\">, \u201cHow can we claim our value proposition works, if it isn&#8217;t successful in the world&#8217;s biggest sports market? The United States retail market is the world&#8217;s most sophisticated and demanding, and with so many sports and general lifestyle trends starting in the U.S., we have to be here.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the Channel Mastery <\/span><span style=\"font-weight: 400;\">podcast<\/span><span style=\"font-weight: 400;\">, Gallagh along with Jennifer Tetrick, Director of Communications and PR shared how they opened a 7000 square feet lab store in San Francisco in December 2017. And they launched national ecommerce in August 2018. Their main goal was to test the products, get customers\u2019 feedback, gauge the demand and curate the range of products before opening the Emeryville super store.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThe idea of the lab store was to make sure we could present our products to our customers here in the Bay area\u2026 in terms of experience, in terms of community, in terms of engagement, and in terms of building brand awareness,\u201d Gallagh <\/span><span style=\"font-weight: 400;\">shared<\/span><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After analyzing the data of the lab store, Decathlon tailored its strategy to suit the need of American consumers. And, they managed to crack it this time.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Barring countries\/store locations with space constraints, Decathlon reserves a considerable portion of the space for visitors to try their products. This includes those who want to enjoy a friendly match of tennis or a bike ride around the store. The focus is on providing exemplary customer experience.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When the company noticed that the lack of space could be an issue for customers and store assistants to pack and unpack camping tents in the store, they introduced Virtual Reality. This innovation that earned them an <\/span><a href=\"https:\/\/www.valtech.com\/en-in\/insights\/decathlon-and-valtech-awarded-trophy-for-customer-experience-excellence\/\"><span style=\"font-weight: 400;\">award<\/span><\/a><span style=\"font-weight: 400;\"> for customer experience excellence, allowed customers to view the tent in real life conditions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The <\/span><a href=\"https:\/\/www.youtube.com\/watch?time_continue=159&amp;v=mMbmde-elvQ\"><span style=\"font-weight: 400;\">smart cashless check out process<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><span style=\"font-weight: 400;\">visual merchandising<\/span><span style=\"font-weight: 400;\"> within the store are two other tech-powered innovations, which has helped Decathlon improve its customer experience metrics.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"promoting-sports-accessibility\"><\/span><b>Promoting Sports Accessibility<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The unique business model of Decathlon with its own private labels, R&amp;D unit, supply chain, and sales channels has enabled the company to evade middlemen and distributors. The company also doesn\u2019t believe in increasing marketing spends and pouring money into sponsorships.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is Decathlon\u2019s mantra to success and key to profitability. And <\/span><a href=\"https:\/\/qz.com\/india\/1610385\/decathlon-showrooms-give-nike-puma-adidas-the-jitters-in-india\/\"><span style=\"font-weight: 400;\">competitors believe<\/span><\/a><span style=\"font-weight: 400;\"> that this is the reason why the company has scaled the heights of success.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But once you start peeling away the layers, Decathlon\u2019s real appeal and strength come to the surface.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The company focuses on beginners, unlike other premium brands who design their products for experts and price it accordingly. Decathlon has been moving from one country to another with an aim to make sports accessible and inclusive for all. Their main target group is the beginners; the ones that can be converted into lifetime customers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Retail analyst Matt Powell explained this succinctly by <\/span><a href=\"https:\/\/www.outsideonline.com\/2375741\/decathlon-budget-outdoor-camping-backpack-gear\"><span style=\"font-weight: 400;\">stating<\/span><\/a><span style=\"font-weight: 400;\">, \u201cI\u2019ve been hammering the industry about this for some time. They keep making the products for the pinnacle consumer when the good-enough, everyday consumer is where the money is. Ignoring that market is unwise. Some people look down their noses, but family camping is a huge business, car camping is a huge business. Not everybody is interested in doing a three-week hike-in.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Powell is right. American retail and outdoor recreation company, <\/span><a href=\"https:\/\/www.rei.com\/c\/camping-tents?ir=category%3Acamping-tents&amp;r=c%3Bsleeping-capacity%3A2-person%7C3-person&amp;sort=min-price\"><span style=\"font-weight: 400;\">REI\u2019s 2-3 person tent<\/span><\/a><span style=\"font-weight: 400;\"> range starts from $99.95 and goes up to $650. On the other hand, Decathlon\u2019s 2-3 person tent range starts from $29.99 and goes up to $99.99. Serious campers and backpackers might pick up REI\u2019s tent but family campers or the ones just starting out would find Decathlon\u2019s range an option with best value for money.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The sports retailer has also benefited from the changes in society. <\/span><a href=\"https:\/\/www.vue.ai\/blog\/trends-and-analysis\/athleisure-the-story-so-far\/\"><span style=\"font-weight: 400;\">Athleisure<\/span><\/a><span style=\"font-weight: 400;\"> is still a raging trend that is refusing to die down. There\u2019s a <\/span><a href=\"https:\/\/www.ipsos.com\/en\/it-trendy-be-healthy-or-healthy-be-trendy\"><span style=\"font-weight: 400;\">renewed focus on fitness<\/span><\/a><span style=\"font-weight: 400;\">, physical and mental health. The last time \u2018being healthy\u2019 was this popular was the 1980s, <\/span><a href=\"https:\/\/www.vogue.com\/article\/jane-fonda-workout-videos-health-aerobics-yoga-class-pass\"><span style=\"font-weight: 400;\">courtesy Jane Fonda<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The company doesn\u2019t view other brands as competitors and firmly believes that they <\/span><span style=\"font-weight: 400;\">\u00a0can all co-exist<\/span><span style=\"font-weight: 400;\"> because of its unique brand positioning that promotes inclusivity.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cObviously, there are a lot of brands here in the US that have more brand recognition than Decathlon, at least at this point. But we really like to think that we are opening up new doors and creating a bigger audience in general. We have, like I said, bike products that start at $329 that can help you get down on the road. And we hope to create even more cyclists and even more people who want to get out there and play a sport to try something new and make that audience bigger. I think that benefits everyone in the industry\u2026. We have created new cyclists in the market,\u201d Tetrick <\/span><span style=\"font-weight: 400;\">averred<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">By making sports gear affordable, Decathlon has effectively captured the attention of the newbies. No wonder, they <\/span><a href=\"https:\/\/www.outsideonline.com\/2375741\/decathlon-budget-outdoor-camping-backpack-gear\"><span style=\"font-weight: 400;\">sold<\/span><\/a><span style=\"font-weight: 400;\"> more than a billion products in 2018 and clocked over $12 billion in sales. The brand is also <\/span><a href=\"http:\/\/sustainability.decathlon.com\/action-areas\/products-services\/environmental-labelling\/\"><span style=\"font-weight: 400;\">in tune<\/span><\/a><span style=\"font-weight: 400;\"> with new age consumers that support \u2018green <\/span><a href=\"https:\/\/www.vue.ai\/blog\/trends-and-analysis\/sustainability-in-fashion-the-new-mantra\/\"><span style=\"font-weight: 400;\">sustainable\u2019<\/span><\/a><span style=\"font-weight: 400;\"> businesses. Accessible, inclusive and environmentally conscious, it ticks all the right boxes.\u00a0<\/span><\/h4>\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">7<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> Companies often talk about being \u2018customer-centric\u2019, but Decathlon has gone a step further by putting their customers at the heart of their growth strategy. They have built the world\u2019s largest sporting goods company by championing a consumer-centric approach through innovation, technology, and rapid expansion.\u00a0 For instance, the retailer consciously decreases profit margins of its products  &#8230;<\/p>\n","protected":false},"author":23,"featured_media":4921,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1160,1522],"tags":[109,288,289,290],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Inside Decathlon: The Success Story Of A Brand Making Sports Accessible<\/title>\n<meta name=\"description\" content=\"The unique business model of Decathlon with its own private labels, R&amp;D unit, supply chain, and sales channels has enabled the company to evade middlemen and distributors. 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