Tech in-store: guided tour of the Decathlon Lab for South East Asia

The store is located outside the city, in the Kallang district, 20 minutes from the centre (north-east). Opened in 2019, it serves as the Lab for the South East Asia region.

At the entrance, a sign with a QR code invites customers to download the app. The main advantage of the app is highlighted here: it allows customers to benefit from “Scan & Go” payment. Here, 45% of online sales are paid via the app, compared to around 10% in Europe. Singapore is the 2nd country in the group, in terms of payment on the app.

In-store customer reviews

Some labels (paper labels, the store has not adopted electronic labels) include the score from customer reviews.

Here, two interesting elements: for greater representativeness, the number of reviews collected and the date of the update are indicated (here, on 19 December, i.e. less than two months old). In the store, some customer reviews date back to August. The company does not yet measure the conversion rate of products with consumer reviews.

Customer experience

At the entrance there is a café/bar open to customers and staff. It is managed by an external service provider. This is a way of enriching the in-store experience, and the average length of visits.

The store has several test areas: here, the one for bikes.

Here, another test area for scooters and skateboards

Payment: automatic checkouts and app

In this cashless store,…