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Decathlon, one of the world’s leading sports retailer, is opening stores in locations where retail operations are permitted under current lockdown relaxation guidelines. To ensure a safe shopping experience, Decathlon has introduced a series of zero-contact and innovative, technology-enabled shopping options in addition to stringent in-store safety and health related compliances.
Currently, 22 stores are open across 16 cities with additional re-openings expected (subject to local guidelines and provisions).
Staying fit and active through is essential for one’s overall well-being and in leading a healthy lifestyle. Decathlon encourages sports and fitness enthusiasts to follow all health and safety norms, practising physical distancing and wearing masks at all times.
The easiest and safest way to shop is on Decathlon’s India online store or Decathlon app. All orders are shipped directly to the safety of customers’ homes from regularly sanitized warehouses and facilities. Delivery of orders is enabled through frequently sanitized transportation, including last-mile delivery vehicles, which are regularly checked as per company safety protocols maintaining consistent hygiene.
Newly introduced shopping experiences built around safety and zero-contact approach in addition to newly introduced in-store protocols include:
Reserve and Collect
Decathlon customers can order, pay online and within two hours of receiving an SMS-notification confirming the order, can collect their merchandise through any of these two newly introduced formats:
Drive-Thru pickup (where available): Designated pickup areas have been marked at car-parking facilities of stores where the drive-thru option is available. Upon arrival at the parking area, customers need to simply share their order ID with Decathlon teammates and their merchandise is placed directly into their vehicle to maintain zero-contact.
Store pickup: Similarly, for customers who wish to visit any of Decathlon’s open stores after ordering and paying online, they can pick up their order from within a designated, zero-contact pickup area inside the store after sharing their order details with Decathlon staff.
Scan and Pay
For customers opting for an in-store purchase, Decathlon has introduced an innovative ‘Scan and Pay’. All one has to do is choose from the more than five thousand off-the shelf products, scan a barcode by using the Decathlon app, pay on their phone using their preferred payment option, and exit. No more waiting in line or paying at the cashier counter. Scan and Pay is an immersive yet zero-contact shopping experience.
Play It Safe
All operating stores are strictly adhering to the prescribed local guidelines on top of Decathlon’s stringent, internal operating protocols. These include – but are not limited to – physical distancing of at least two metres, using hand sanitizers frequently, wearing masks at all times, temperature screening for all walk-ins and Decathlon teammates. In the interest of safety, all high-contact areas, including washrooms are frequently being sanitized. Decathlon teammates are well trained on health and safety and are following hygiene procedures such as not sharing food or any personal belongings, practising non-contact sports and staying within the store premises for their meals.
Staying with the zero-contact strategy, all product testing and trials along with in-store playgrounds or experience zones are closed.
Despite increasing levels of competition in China, domestic brands such as Li-Ning, Anta and Xtep had a strong 2019 following impressive 2018 performances. Other brands such as Erke, Qiaodan, Kbird and 360˚ are also expected to gain traction over the next five years. Following the success of these brands, various international and local fashion brands are investing in the athleisure market to extract more benefit out of this fast growing trend.
When retailers were empowering themselves with technologies such as 3-D body scanning, virtual trial rooms, endless aisles and self-checkouts, etc., the last thing on their mind at that time was that these technologies will allow them to go contactless in the days to come. But being ‘contactless’ is becoming the new normal, a part of everyday retailing and technology is helping retailers reach this new normal at a faster pace.
Abdullah Abo Mihim pointed out that the economic factors have to be considered to understand the shifts that have taken place or are slated to emerge in the near future. “During the lockdown, people are sitting on large amounts of cash. There are people who are spending money by shopping online but a majority of them are either conserving cash or focusing more on clearing their debts. This is definitely going to create new variables and trends for the fashion industry. When these consumers go to the market after lockdown are lifted, there will be very large amounts of buying in the early stages,” he stated.
He has taught in various UK Higher Education Institutions lecturing Corporate Finance on the Buying and Merchandising Programs in Westminster University and Wealth Management on the MBA in Luxury Brand Management in Glasgow Caledonian University (GCU). He has been lecturing on the Postgraduate programs and Executive MBA (EMBA) in the Fashion Business School (LCF) within the University of the Arts London for over five years.
Known for their pioneering efforts, NEO TECH® has partnered with HeiQ, a Swiss company, to power up its suiting & worsted fabrics with an intelligent textile technology – HeiQ Viroblock NPJ03. HeiQ creates some of the most effective, durable and high-performance textile effects in the market today, which lasts upto 30 washes.
Liva with added protection of Antimicrobial fibres by Birla Cellulose has a unique tracer in its fibre which helps in source verification at all stages of the Textile Value Chain and removes any possibility of counterfeit or dilution. Blockchain technology based tool – Green Track™ – is used to trace upward and downward value chain, to maintain authenticity of data.
We are working on it to be honest. Our adjustment phase will depend chiefly on the new algorithm of the market sentiment. But, as of now, we are banking on social media to keep ourselves close to the consumer. We are also contemplating the option of utilizing video calls to encourage sales.
The show will display products from categories such as Houseware, Bathroom accessories, lawn, garden ornaments & accessories, lamps, lighting & accessories, furniture, furniture hardware & accessories, home furnishing & madeups, carpets, rugs and floorings, fashion jewellery & accessories, decorative, gifts including corporate gifts, Christmas & festive décor, hand made paper, gift wraps & ribbons including soft toys and candles, incense sticks, potpourri, aromatics, yoga, meditation and healing items. Around 1,500 member exporters will be displaying their products in the show.
“Most brands still haven’t managed to get fresh merchandise into the stores. The only way out here seems to be to put certain products on sale and not the entire product range. In such a situation e-commerce is the safest bet and the channel will experience a major boost,” she concluded.
Sharing details about the impact of COVID-19 on the retail industry Shivendra Nigam, CFO, Cantabil said, “E-commerce will play a pivotal role post-COVID for the retail sector, as it will play a key role in maintaining market equilibrium. It is expected to bring back the sales for numerous retail players and for us, it would definitely be one of the key growth drivers moving forward.”