Decathlon : Case Study

In the latest edition of Learning from the best, we are studying Decathlon's US website. We found 3 things that online stores can learn from Decathlon. Decathlon , a French company,  is the largest sporting goods seller in the world. Although Decathlon is famous for its big box superstores in ~70 cities across the world. Decathlon's US website Decathlon.com, which the retailer runs on Shopify, is a big e-commerce store with an estimated 300k organic visitors  per month.

1. Everyday low prices

Pricing is one of the most powerful ways to position your brand. Pricing a product or service is primarily based on the customer's perceived value of the product and never on what the product costs. Decathlon's mission is to sustainably bring the power of sport to everyone, everywhere; hence, pricing products at lower margins than other retailers is key to positioning the Decathlon brand consistent with their mission.

2. Charm Pricing

Charm Pricing helps improve conversions and positions your brand image. We performed study of over a million stores to analyse how charm pricing impacts store performance. As was highlighted in the Sellingnomics Charm Pricing report, Decathlon uses the .99 rounding technique so typical of retailers selling low-priced products. 

If you would like to implement Charm Pricing on your Shopify Store,  you can use Konigle's Charm Pricing Seller Tool. You can enable charm pricing on your store within 5 minutes.

3. Product-led SEO

Content is one of the key reasons why people visit your site. It provides an opportunity for customers and potential customers to get to know your brand in a way that doesn't involve selling. Additionally, it's one of the easiest ways to rank for more keywords and acquire more backlinks. All these contribute to having a reduced CAC!

Decathlon shares useful content on how to lead an active lifestyle and showcases their products in the content. This not only helps highlight the importance of leading an active lifestyle but also helps the reader visualise how the product can be used. Helping both highlight the problem and positioning its products as a solution. This is a similar tactic to that we highlighted in the Able Carry case study. 

Moreover, if you're creating content pages to drive traffic on your Shopify Store and want to make sure that all the pages are getting indexed or seen by search engines like Google, you can enable Konigle's Orphan Pages Seller Tool .

4. Sales Collection

Decathlon has a dedicated smart collection page on their website. This quickly highlights products being sold at a discount for bargain buyers. This is another way to double down on their low prices strategy. A lot of folks using sports goods look for bargains and having an easy way to find bargains on a website drives up conversions.

If you would like to implement the Sales Collection Strategy on your Shopify Store, you can use Konigle's bulk price editor tool to add tags on discounted products as you edit prices and show them on the Sales Collection Page.

Here's a video on how you can use the Konigle Bulk Price Editor :