Decathlon has opened a lab store in Singapore in order to test innovations like internet-connected mirrors, a mobile payment app and a fast transport system for online orders.
Health check and sports lessons
Decathlon Singapore CEO Yves Claude says the store has been called Decathlon Singapore Lab “because a lab is a disruptive and innovative place where we test new solutions. We have to give new reasons for customers to come back to our store."
5000 sqm in size and open 24/7, the lab store tests out a series of innovative and "experience-oriented" applications. In each department, shoppers are given the opportunity get a feel for the products. They can try out running shoes in a space with four running tracks, each with a different surface. Walking shoes can be tried out on a gravel path. Fitting rooms have connected mirrors that can offer additional product information and in the Active Health Lab, shoppers can have their medical condition checked. There are also free sports and fitness lessons. Customers can check out at unmanned, cash-free registers. An app for mobile payments is also in the works.
To accelerate the delivery process for online customers, Decathlon has built an internal conveyor belt that collects products as soon as they are ordered. The items can then be picked up in the store within two hours. Home delivery is also an option. These very short delivery periods are made possible by a high degree of automation: the entire supply is fitted with RFID tags. The store's outside walls are entirely covered with plants and the roof with solar panels. Next to the store are sports courts that are available day and night.