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AI solutions for cohesive omnichannel experience

Retail technology

Retail processes

UX audit

AI in retail

ALL FOR SPORT

SPORT FOR ALL

As more businesses continue to invest in technology, it will further revolutionize retail, shaping a seamless, data-driven, and immersive shopping landscape. These intervention aim to make the experience tailored to user requirements, and promote fun.

Sports industry has immense opportunities, this project revolves around understanding customer’s journey and what contributes to their unique experiences. In a world where e-commerce plays an important role, how can we create a cohesive omnichannel experience with AI driven solutions.

sports and technology

process

timeline : 2 weeks

The aim of this project was to do an extensive study on the brand and it’s business model and add to the opportunities and digital customer experience by analyzing the current experience.

deliver

Hi - fidelity mockups

Reflection

define

user persona

solution scope

develop

solution deliverables

wireframes

discover

brand study

usability heuristics.

In sports industry tangible experiences dictate everything, when combined with the inevitability of e-commerce it forms a unique set of challenges. Does the virtual platform needs to mimic or can it create it’s own USP?

Can we use the power of AI to the advantage of our business and its experience?

brand study

business model study

brick and mortar store study

Jacob Neilsen usability heuristics

roadmap

discover

Decathlon sells products for 85 sporting disciplines, which has played a huge role in introducing people of India to various sports. Indians are positively exploring everything and Decathlon encourages them to do so.

exposure to different sports

With it’s majority of products produced locally, Decathlon has been able to offer low prices while keeping the product quality high. This has always been proven a massive hit among the Indian consumers.

affordable prices

Breaking away from the traditional sports equipment shops, Decathlon offers free space to try out the equipment. People play in groups, creating joyful experiences which reinforces their relationship with the product

play areas

When it comes to specialty equipment, help is needed. Decathlon offers in-store help through Omni-sports leaders, who are sports enthusiasts recruited to help people navigate the technicalities of any sport.

technical help

The product range at Decathlon is extensive. It covers everything from the large sports equipment to apparel and also general merchandize needed in sports. All requirements are met under one roof.

one stop shop

Shoppers at Decathlon are encouraged to try out and interact with the products. This was one of the first platforms in the sporting goods industry in India where customers could do so and it had an impact.

all in your reach

34.2-37.2%

Steady growth

in gross margin

from FY20 to FY22

14.94%

CAGR for 2022-2027 in Indian markets

Decline in operating margin

In FY22

7% to 4%

operating in 20 Indian states

105 stores

avg. annual sales per store

In FY22

Rs 28 cr

global valuation estimate for sporting goods

$10-12B

turnover for domestic and export markets

Rs 2000 cr

In FY22

the decathlon business

primary research

For primary research, we studied the Decathlon store situated in Orion mall in Bengaluru and mapped the experience points throughout the journey of a shopper. To draw comparisons we performed Jacob Neilsen Usability Heuristics Evaluation on the Decathlon mobile application.

Store experience audit

Apart from the signage, the bright blue light emitted draws attention towards the store

There are apparel heavy categories at the front of the store, shoppers were browsing through them all

Many shoppers try out equipment. There is staff in the store to help shoppers learn more about the sport

Common trail rooms are situated in the middle of the store, there is minimal apparel post trail room section

There are assisted billing counters. Small value new products and dump bins are placed near it.

Bag deposit is next to product of the month where people are more likely to stop and notice

Shopping carts are placed at the end of every aisle to encourage people to free their hands and browse more

Shoppers come to the store in groups, they try out and play in the store. This is encouraged by the store.

Discounted and small value items are highlighted in each aisle. This section contributes 20% to total sales.

self checkout counters are the new popular, they are very easy to use, pay through and also take less time

Mobile app UX audit

visibility of system status

match b/w system and real world

user control and freedom

Specific time, location, availability of delivery for in-store pickup

Estimated delivery date for home deliveries

Clear information about how many SKUs are in stock

Information about how many carts contain a SKU

Real life imagery used to depict various sports and equipment

User has the freedom to choose the pickup as per their convenience across various stores

Product information missing for many SKUs

Provides multiple finance options to suit various user needs

consistency and standards

recognition rather than recall

error prevention

uneven negative spaces throughout the app

the use of Grid in the Layout is missing

PLP varies for every other sport

the format of photography/ display of the product differs

users can mark any sport as their favorite

no showcase of previous purchases

no flagging of out of stock products on PLP

doesn’t notify if product is already in cart

flexibility and efficiency of use

aesthetic and minimal design

help users recognize, diagnose and recover from error

searching on particular product lists the collection and top products in the category, making it visually clear before tapping into the product.

tapping on Search shows the trending searches

there is also a generic search option to explore similar products

inconsistency in representing the size of product

product description uses visual elements like icons for easier understanding but the language of icons are not consistent

user get an alert screen before removing a product from the cart

too many colors for many different flag creates confusion

only available quantity can be added to cart

To design a service that bridges the gap of rich personalized experience between physical and online stores of Decathlon India. The solution aims to bring out the strengths of the brick and mortar retail on the online platform, while maintaining the core values of the brand.

the decathlon experience

brief

persona and empathy mapping

user 1

chitransh, 26 years

consumer behavior

frustrations

needs

personality

channel used

software developer

A sports enthusiast, fiercely loyal to their favorite brand. With a deep understanding of the products,

tier 2 city

aspirer

social

passionate

cheerful

ambitious

involvement in sports

running, cricket, gyming

known about the brand

6 years

visit frequency

every 3-4 months

online store

physical store

searching any product inside app through description is difficult

finding the best deals in right time is difficult

always have to sort through all the products to buy regular ones

intuitive product finding flow and/or assistance

relevant products to be shown first

common products to be in stock and be delivered fast

mitali, 32 years

consumer behavior

frustrations

needs

personality

channel used

banking professional

she is not a sports enthusiast but is slowly warming up to the different fitness regimes with age

tier 1 city

amateur

ambivert

enthusiastic

naive

image driven

involvement in sports

running, yoga, swimming

known about the brand

4 years

visit frequency

every 6-8 months

physical store

understanding difficult descriptions of products and determining what’s best suited

finding products suited for Indian body type and climate requirements

figuring out all the different types of tools and gears which can make exercising better online

a guide to the various products which are available made for a newbie

filter that only shows relevant products and not the entire catalogue of sports at all times

good product descriptions of apparels so that it is easy to make a decision in the app

says

“I am looking for athletic wear in a budget”

“I would like to see what new products are there”

“I’ve tried this jersey and it’s the best fit I’ve ever had”

says

“I need clothes which fit well and look expensive”

“are so many items required for running?”

“why can’t this be as simple as buying other goods?”

thinks

will this product be delivered on time?

Can I recommend it to my friend, will they be able to find it?

Is this the best fit for me?

thinks

how do I find what’s perfect for me?

will these workout clothes be suitable for my late walks?

I hope I’m not overspending on my equipment

feels

overjoyed being able to interact with the product

confused while trying to search

disappointed that products aren’t available

feels

overwhelmed by the technicalities of the items

excited about exploring new and upcoming

shy in trying out things in crowded places

does

tries to shop when in bigger city’s Decathlon store

keeps the product no to find it again the next time

finds alternative to niche products

does

brings company to the store to help her choose

reads blogs and talks to others in her gym for guidance

compares prices on search engine across platforms

scope and focus area

scope

focus

redesigning the interface and supporting the online platform via robust AI solutions which offer optimization at the back end and seamless experience at the front end

defining the key features of the solution and the role of AI, in addition to providing few mockups to try and define a style guide for efficient design

user 2

AI solution framework visualized through a mobile application to make digital costumer experience smoother and personal

develop

solution deliverables

user flows

onboarding

shopping flow

A AI trained personalized recommendations system which understands user requirements from their interactions within and without the Decathlon platform. The suggestions are tailored to fit user’s lifestyle. This can also be used in virtual shopping assistant.

personalized shopping assistance

Keyword optimization in SEO maximization is becoming vital for e-commerce businesses. These keywords are derived from the product descriptions and tagging which is done through a Gen AI algorithm. A well written product description helps in visibility on the search engine

keyword optimization

Decathlon can benefit form AI forecasting models in managing it’s thousands of SKUs in multiple stores and delivery routes. It can reduce the errors by 40% and results in reduction of lost sales, product unavailability scenarios and entire warehousing costs.

inventory optimization