Decathlon, the company most valued by the French, is also the brand with the best customer experience in Northern Europe. This is the finding of Google in a study conducted in cooperation with the consulting firm Pattern, in which 71 brands in six countries (Belgium, Netherlands, Denmark, Finland, Norway and Sweden) competed against each other.
Based on omnichannel performance, the study assesses five key customer experience categories: personalization, flexibility (quick delivery and processing), easy access to help and advice, convenience (ease of solving problems an omnichannel shopper might encounter), and uniformity Experience. In these five points, the sporting goods company Decathlon is at the top thanks to a “holistic approach”.
“When it comes to offering your customers a truly personalized experience, it’s important to understand their unique needs,” Alexandre Velge, Leader Onsite Customer Exeperience at Decathlon Belgium, told Maxime Heutz and Elham Rizi-Shorvon, den Authors of the study “Asking them the right questions and building customer profiles makes it possible to offer them the most suitable products, solutions or services.”
According to the study, Decathlon’s omnichannel customers (who interact with the company through multiple touchpoints) are the ones who make the most visits and generate 37 percent higher average order value than offline customers. One of the reasons for this achievement is that the company has an internal data system that provides a centralized 360° view of its customers’ omnichannel behavior and maintains data between the different countries in which it operates that exchanges autonomy at the local level.
In 2021, Decathlon recorded a turnover of 13.8 billion euros, above pre-pandemic levels, and a sales volume of 4.5 billion euros in the French market.
This translated article first appeared on FashionUnited.fr.