{"id":83771,"date":"2023-09-11T13:10:51","date_gmt":"2023-09-11T11:10:51","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=83771"},"modified":"2023-09-11T13:10:55","modified_gmt":"2023-09-11T11:10:55","slug":"en-images-decathlon-teste-son-magasin-du-futur-en-espagne","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/loisirs\/en-images-decathlon-teste-son-magasin-du-futur-en-espagne\/","title":{"rendered":"[En images] Decathlon teste son magasin du futur en Espagne"},"content":{"rendered":"\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"RETAIL LAB - San Fernando Revelation\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/q3hSZ4IMAXc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p><strong>Decathlon <\/strong>a ouvert un nouveau Retail Lab pr\u00e8s de Madrid. Le magasin est un espace d&rsquo;exp\u00e9rimentation pour de nombreuses nouvelles technologies et un parcours client revisit\u00e9.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Attention \u00e0 la pr\u00e9sentation<\/h2>\n\n\n\n<p>En 2020, Decathlon a ouvert son premier magasin laboratoire, Decathlon X, \u00e0 son si\u00e8ge fran\u00e7ais de Villeneuve d&rsquo;Ascq. Depuis, le d\u00e9taillant <strong>Alltricks <\/strong>a repris cet emplacement et Decathlon a d\u00e9plac\u00e9 son terrain de jeu \u00e0 San Fernando de Henares, dans la banlieue de Madrid. Cette fois, le nouveau Retail Lab est un magasin existant afin de rendre les essais encore plus concrets.<\/p>\n\n\n\n<p>L&rsquo;accent mis sur <a href=\"https:\/\/www.republik-retail.fr\/experience-client\/marketing-in-store\/exclu-decouvrez-le-nouveau-magasin-laboratoire-de-decathlon-en-images.html\" target=\"_blank\" rel=\"noreferrer noopener\">la pr\u00e9sentation des produits est frappant<\/a>, rapporte R\u00e9publik Retail. Les pr\u00e9sentoirs, les mannequins et les \u00e9crans rompent avec l&rsquo;agencement classique des magasins, avec de hautes \u00e9tag\u00e8res remplies de produits. Les rayonnages mettent \u00e9galement davantage l&rsquo;accent sur les qualit\u00e9s techniques des produits, telles que les semelles des chaussures de course. De plus, les diff\u00e9rents sports sont pr\u00e9sent\u00e9s comme des \u00ab\u00a0shop-in-shops\u00a0\u00bb plut\u00f4t que comme une succession d&rsquo;all\u00e9es.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Plus de self-service<\/h2>\n\n\n\n<p>En termes de technologie, Decathlon Retail Lab mise beaucoup sur la RFID. Par exemple, les clients peuvent comparer les caract\u00e9ristiques de deux mod\u00e8les de chaussures gr\u00e2ce aux puces RFID pr\u00e9sentes sur les produits. Il suffit de placer les chaussures l&rsquo;une \u00e0 c\u00f4t\u00e9 de l&rsquo;autre pour que leurs caract\u00e9ristiques s&rsquo;affichent sur des \u00e9crans. La RFID rend \u00e9galement le service \u00ab\u00a0click &amp; collect\u00a0\u00bb plus pratique : les clients peuvent retirer leurs colis de mani\u00e8re autonome dans la zone \u00ab\u00a0click&amp;collect\u00a0\u00bb. Il leur suffit de prendre la commande portant le bon num\u00e9ro dans le rayon, tandis que les portiques RFID garantissent qu&rsquo;il n&rsquo;y a pas d&rsquo;erreur.<\/p>\n\n\n\n<p>Le paiement est possible aux caisses RFID, o\u00f9 le syst\u00e8me d&rsquo;autoscanner Scan&amp;Go a \u00e9t\u00e9 simplifi\u00e9. Les clients n&rsquo;ont plus besoin de t\u00e9l\u00e9charger une application, il leur suffit de scanner les codes QR \u00e0 l&rsquo;entr\u00e9e et \u00e0 la sortie. Le magasin dispose d&rsquo;ailleurs aussi d&rsquo;un scanner de pointure et d&rsquo;un scanner corporel (temporaire). Il y a \u00e9galement toute une section consacr\u00e9e \u00e0 l&rsquo;occasion et \u00e0 la location, ainsi qu&rsquo;une zone de loisirs avec un simulateur multisports. Le simulateur \u00e9tait d\u00e9j\u00e0 un succ\u00e8s au Japon, selon R\u00e9publik Retail, mais maintenant les clients peuvent comparer leurs performances avec d&rsquo;autres dans le monde entier. L&rsquo;avantage pour Decathlon ? Il obtient de nombreuses donn\u00e9es sur ses clients.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Focus sur le parcours client<\/h2>\n\n\n\n<p>Ce n&rsquo;est pas une co\u00efncidence si le flux et le parcours du client font l&rsquo;objet de tant d&rsquo;attention au sein du laboratoire. Decathlon a pass\u00e9 18 mois \u00e0 cartographier le parcours des visiteurs et en a tir\u00e9 une strat\u00e9gie retail enti\u00e8rement r\u00e9vis\u00e9e. Decathlon a m\u00eame effectu\u00e9 des recherches sur les raisons pour lesquelles les gens font du sport, sur les diff\u00e9rentes motivations et donc sur les profils des clients.<\/p>\n\n\n\n<p>D\u00e9couvrez ci-dessous les conclusions de ces recherches :<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Decathlon | Retail Lab - CONNECTING PEOPLE TO SPORT EXPERIENCES\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/wFmdJdRsVgw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Decathlon a ouvert un nouveau Retail Lab pr\u00e8s de Madrid. Le magasin est un espace d&rsquo;exp\u00e9rimentation pour de nombreuses nouvelles technologies et un parcours client revisit\u00e9.<\/p>\n","protected":false},"author":5,"featured_media":83764,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"template-video.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[28],"tags":[],"people":[],"extra":[],"company":[361],"topic":[462,310],"region":[580],"class_list":["post-83771","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-loisirs","company-decathlon","topic-innovation","topic-ouverture-de-magasin","region-espagne"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[En images] Decathlon teste son magasin du futur en Espagne - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Decathlon a ouvert un nouveau Retail Lab pr\u00e8s de Madrid. 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