For Decathlon Belgium, consumer reviews boost in-store conversion

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In Belgium, Decathlon (sales of €13.8 billion in 2021, up by 11% compared to 2019) considers consumer reviews as a lever to convert an enquiry to sales. The sporting goods retailer, with 20% of sales from digital in 2021, is currently testing Vusion labels with SES Imagotag company at several stores.

These electronic labels have the particularity of integrating consumer reviews, which come from the web site. For example, the blue T-shirt discounted at €5 instead of €7 has a rating of 4.5 out of 5, with 152 customer reviews. “These labels are equipped with an NFC tag. This connects to a smartphone and includes a QR code for shoppers to find more information on the product or to read more details on consumer reviews,” explains a spokesperson. “We are currently evaluating the relevance of consumer reviews in-store, in terms of sales conversion.”

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Decathlon is also highlighting customer reviews directly on promotional screens in stores. When a product like the Rockrider branded mountain bike is displayed on a large screen, customers can see that it has been rated an average of 4.5 out of 5, with 1,356 customer reviews. This test will have to be monitored closely.

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