PL

Decathlon gets phygital

Retail & leisure
POLAND A phygital store, which integrates traditional retail formats with digital systems – is what you could call the new Decathlon store in the Vis à Vis retail park in Warsaw’s Wilanów district.

The new Decathlon sports goods store features interactive, digital media carriers displaying the current product range, information content and also providing immediate access to online products. These devices are located along the customer’s typical path around the store and content relevant to the specific department. This allows customers to become acquainted with the full product range of the store and to select and purchase on the spot the most interesting product with the option of home delivery.

The system is one of the ‘store of future’ ideas that Decathlon intends to introduce. Another is the use of RFID virtual mirror systems in the fitting rooms.

“We believe that the blurring of the boundaries between offline and online – where customers can buy the product on site but also familiarise themselves with the full product range, read customer reviews and place an order for home delivery by using interactive kiosks and specially designed screens – is of key importance for effective shopping. Our sports stores of the future are not only places filled with such technology, they are places where you can familiarise yourself with the goods easily and make purchases,” explains Wojciech Zięba, the director of e-commerce and omnichannel at Decathlon Polska.

Nanovo is the technology partner for this project, responsible for designing and introducing the digital communication systems in the stores.

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