DECATHLON USA 2019

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After 40 years of growth and innovation in the sports industry, the fully-integrated French giant Decathlon is entering the US market with the intention of becoming a household name. The new customers will encounter Decathlon’s large product offering, unique in-house brands and competitive prices. The USA is by far the largest market in sporting goods, making up over a third of industry sales. The competition is strong among the players in the industry, who continuously reinvent their products and services in an attempt to differentiate themselves and satisfy the changing needs of customers. Moreover, the rapid shift towards digital channels is affecting the customer experience and impacting the growth strategies of sporting goods companies. Decathlon opened its first flagship store in April 2019 across the San Francisco bay in Emeryville, a hub for various sports practices, innovation and new retail approaches. At the heart of this challenge is how to increase brand awareness and develop a unique value proposition to conquer the US customers. Under the reign of Michel d’Humières as Chief Executive Officer, and Sophie O’Kelly De Gallagh, as Chief Operating Officer, Decathlon USA has opened an experiential lab store in December 2017 to fully comprehend the needs of the new customers and become familiar with the local sports practices. The retailer is enhancing its customer centric approach by co-designing innovative products and services that will utilize modern technologies intended to provide a better customer experience. How would Decathlon USA increase its brand visibility and position itself in a highly competitive market? Known to be differentiated by price, how would the company leverage on new technologies to develop its offering and would this strategy give Decathlon USA a competitive advantage?

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