Decathlon (Singapore Lab, Kallang)

Background:

Decathlon is a popular sports and equipment brand with a footprint in Singapore. When they open their largest store in Asia, SG Labs at Kallang, it recognises the need to understand the profiles of their customers as well as how it correlates to product offers and campaigns in order to determine new store deployments, events and product campaigns.

Objectives and Challenges:

Within the SG Lab (Kallang) store, there are different sport categories, play and product testing zones for shoppers to visit. Decathlon seeks to understand shopper movements within the store and what they can do to improve shopper experiences.

The team were keen to find out if their new flagship store is able to engage shoppers to stay longer. Thus, it was important to find out how long shoppers stay within each zone and the bounce rate within the store. This would help them to justify key campaigns and efforts to increase shopper product engagement and in turn, increase interest and sales.

Trakomatic Solution:

Results and Value-addedness:

Besides enhancing the customer experience, Trakomatic’s tools help retailers like Decathlon measure and improve the effectiveness of marketing campaigns, discover the profiles of their shoppers and understand average dwell time and popular zones.

Decathlon adopted Trakomatic solutions which allowed them to gain insights as follows:

• Demographics (OSense Demographics Profiling)

• Bounce Rate (Facial Recognition Matching)

• Visit Duration (Estimated Based on Footfall In/Out)

• Visit Duration(Facial Recognition Matching, Individual Sampled Visit)

• Extrinsic and Intrinsic Footfall (OTrack People Counting)