Decathlon is always looking for new ways to surprise its audience, which is why it has incorporated interactive content into its marketing strategy. The result? Increase in the level of with your online community and improvement in web conversion rates. who are looking to create meaningful links with their audience while increasing their ROI.
How Decathlon has adapted its digital strategy
Decathlon is a sports brand with 170 stores in Spain and more than 1,360 around the world. It has as its flagmake the pleasure and benefits of practicing sport accessible to the greatest number of people in a sustainable way”. An ambitious target audience, right? … but not unattainable, does an item you bought at Decathlon come to mind? Yes? Well that’s it!
However, due to the crisis caused by the outbreak of the coronavirus, all brands have had to When Decathlon began to experience a drastic drop in the number of visitors to its physical stores, it chose to pay even more attention to its growing online community. For example, today, for Decathlon Belgium, online represents 20% of its sales.
What actions has Decathlon carried out to improve its digital results?
1. Drive engagement with your community
Let’s get down to business, let’s talk about engagement. Depending on each time of the year, Decathlon activates a campaign to encourage interactions with its community and therefore increase its level of engagement.
According to the report conducted by Salesforce, which analyzes the activity of more than a billion online shoppers around the world, ecommerce in Spain increased by 67% in the months of April, May and June 2020.
Month after month, the online audiences of e-commerce become more relevant and they are forced to boost their digital channels. It is necessary to make them more attractive by streamlining their content and giving their visitors a reason to return. And this is where these Decathlon actions become more relevant.
“The gift guide” – Year-end campaign
- The format:
- The logic: ask the participants questions related to the person receiving the gift. For example, interests, preferences, age, gender.
- The objective: increase the number of interactions between your online community and the brand.
- The indicator to boost: the level of engagement.
- As measured: number of people who participated in the campaign and got to see the personalized recommendations.
- The result: the 72% of the participants got to see the recommendations.
2. Improve web conversion from check-lists
A check list is useful for many things; “what do I need”, “what do I have”, “don’t forget anything”, etc; This format gives a lot of play and Decathlon knows it. That is why they decided to launch a check list campaign so that their community could verify what sports equipment they were missing to practice a certain sport.
Football, basketball, volleyball, paddle tennis, etc. For each sport they created a checklist with the necessary equipment. In this way, users could verify if they had all the elements or if they missed any. Once the list was verified, they were directed to the Decathlon ecommerce page where they could buy those items that they did not yet have.
“Sports check list” – Verification campaign
- The format:
- The logic: verify what equipment they missed to practice a certain sport to later redirect them to the ecommerce page where they could make the purchase.
- The objective: increase the website conversion ratio.
- The indicator to boost: new products added to the shopping cart.
- As measured: how many people who participated in the campaign added at least one new item to their shopping cart.
- The result: It has more than doubled, going from 1.22% on its standard landing pages to 2.7% in the case of check lists.
We have reviewed two examples of campaigns launched by Decathlon, simple to create, attractive to their audience and with more than satisfactory results. This success story brings together these and other campaigns created by Decathlon where its main objective is to increase the level of engagement and web conversion. and get inspired for your next activations.
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