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Decathlon
Dijital Dönüşüm
2019
Türkiye Geneli
As part of the digital transformation project implemented in Decathlon stores across Turkey; customer touchpoints at 131 different locations, ranging from store entrances to product sections, and from experience areas to resting zones, were empowered with professional digital display solutions.
Positioned by taking store architecture and customer flow routes into consideration, the digital displays ensured that campaigns, product information, prices, sports content, and corporate messages are presented in a more visible and dynamic manner. With videowall systems, vertical information displays, digital totems, interactive experience areas, and architecture-specific screen applications, Decathlon's in-store communication language was brought into a holistic structure.
Thanks to the implemented solutions, customers are now provided with easier access to products, services, and in-store wayfinding, while creating a modern and interactive retail environment that supports the sports experience.
Decathlon stores are large and vibrant retail spaces where numerous sports categories, product groups, services, and campaigns are offered within the same physical area. Within this structure, it was critically important for customers to quickly reach the products, campaigns, personalization services, and experience areas they were looking for.
Traditional printed wayfinding and static campaign materials made it difficult to keep frequently changing prices and campaign content up-to-date, and limited the establishment of consistent communication across different areas within the store. At the same time, Decathlon's experience-oriented brand approach—not merely selling products, but involving its customers in sports—needed to be made more visible within the store.
There was a need for a comprehensive solution that could adapt to different store architectures, product categories, and usage areas, bringing campaign communication, product information, wayfinding, and interactive sports experiences together within the same digital framework.
Static materials used across different product categories and service areas made it difficult to create a holistic and consistent communication.
Updating prices, campaigns, and seasonal content with printed materials created a burden in terms of time and operations.
Customers needed to quickly reach product groups, service points, and experience areas within large store spaces.
There was a demand for interactive and experience-based digital applications to support Decathlon's sports-focused brand approach.
Comprehensive digital display solutions customized according to the intended use and store architecture were developed for different areas of Decathlon stores. High-visibility vertical displays and digital totems placed at store entrances brought campaign and brand content together with customers at the very first touchpoint.
Thanks to professional displays used in product categories, personalization studios, and service points, price lists, service details, and product information were published in an up-to-date and understandable manner. Videowall systems and large-format screen applications transformed sports-themed video content into a powerful part of the store experience.
Interactive screen solutions used in experience areas such as cycling and basketball allowed customers to interact directly with products, making the shopping process more fun and participatory. Through custom-developed cylindrical and differently sized screen applications tailored to the architecture, digital communication was naturally integrated into the physical design of the store.
Thus, campaign management, product information, wayfinding, and customer experience in Decathlon stores across Turkey were brought together under a single modern digital communication approach.
Prices, campaigns, and seasonal content were presented in an eye-catching and updateable manner across different points of the store.
Product features, personalization services, and in-store information were conveyed to customers via professional displays.
Digital experience points were created in cycling, basketball, and other sports areas where customers could interact with products.
Custom-sized solutions were developed for store entrances, columns, escalator surroundings, resting areas, and category sections.
Android media player solutions were used to ensure the uninterrupted broadcast of campaigns, products, prices, and corporate content on digital displays in Decathlon stores. Thanks to devices supporting horizontal and vertical screen formats, content located in different store areas was managed with a planned, up-to-date, and consistent broadcasting structure. A strong hardware infrastructure and long-term operating performance ensured that digital communication across the store was maintained reliably.
Flex LED modules were preferred to create seamless viewing areas on curved, cylindrical, and non-standard surfaces within store architecture. Thanks to its flexible structure, the modules adapting to columns, custom design units, and curved surfaces allowed the development of striking digital applications integrated into Decathlon's store design. Thus, screen technology was transformed into a natural part of the store architecture.
Outdoor LED screens used on the exterior facades, entrances, and areas requiring high visibility in Decathlon stores ensured that campaign and brand content was broadcast effectively even in daylight. With a high brightness level, wide viewing angle, and weather-resistant structure, the screens contributed to stores being noticed from afar and established a strong digital communication during heavy visitor traffic.
Indoor LED screens used at store entrances, checkout surroundings, experience areas, and large interior surfaces offered sports and product content to customers with high image quality. Applicable in different sizes and ratios thanks to its modular structure, the screens enabled the creation of videowalls, large-format screens, and architecture-specific digital surfaces. Vibrant colors and high contrast made Decathlon's energetic brand identity stronger and more impressive within the store.
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