Channel Mastery Podcast, Episode #84: Kristin Carpenter ......professional athlete, recently racing with Team Tibco-Silicon Valley Bank, for a few years, all while maintaining a communications

ChannelMasteryPodcast,Episode#84:KristinCarpenter-OgdenInterviews

SophieO’Kelly,COOofDecathlonUSA,andJenniferTetrick,DirectorofCommunications&PR

*SpecialEpisode*ShiftingChannelsintheSpecialtyBicycleMarket,Part3:AGlobalSportingGoodsPowerhouseMakesitsMoveintotheU.S.MarketwithHouseBrandedBikes

andGear

Thirdinaseriesontheevolutionofchannelsinthebikemarketandcyclingcommunity,co-presentedbyVerdeBrandCommunications+BicycleRetailer&IndustryNews

www.channelmastery.com/84

Kristin: 00:31 WelcometoChannelMastery,thesuccesspodcastforbusinessleadersobsessedwithbeingremarkabletotoday'somni-channelconsumer.Thereisnotabusinessinexistencetodaythatisn'tremodelingtomeetthedemandsoftoday'sconnectedconsumer.Andjustwhenwethinkwehaveitallfiguredout,ourconsumers'preferencesandtheirchoicesofchannelsjustkeepchanging.Runningabusinessaroundthisfast-movingtargetisahugechallenge,andtheChannelMasterypodcastisheretogiveyoutheassist.Everyweek,you'lllearnwhat'sworkingandwhat'snotworking,fromthemostsuccessfulconsumer-centricbrands.Ready?Let'sdothis.

Kristin: 01:24 Well,heythereeveryoneandwelcometoanotherepisodeoftheChannelMasterypodcast.Weareonepisode84onthisfineday,andtoday'sepisodeisthethirdandaveryspecialseriesof

ChannelMasteryPodcastEpisode#84:S.O’Kelly&J.Tetrick,ofDecathlonUSA

www.channelmastery.comemail:[email protected]

ChannelMastery,co-producedbyBicycleRetailerandVerdebrandcommunications,titledShiftingChannelsintheSpecialtyBicycleMarket.Iamsoexcitedtosharewhoisontheshowtoday.You'reabouttomeetSophieO'Kelly,COO,andJenniferTetrick,DirectorofCommunicationsandPRforDecathlonUSA.Thisepisodeissuper-timely,asDecathlonjustopenedupitsflagshipEmeryville,California,location.Keepinmind,allofthelinksmentionedinthisintroandinthepodcastcanbefoundatwww.verdepr.com/blog.ThisisthesecondDecathlonlocationinjustoverayearintheBayArea.Somanyofushavebeenwatchingthisandwe'resoexcitedtolearnasmuchaswecanaboutDecathlon'sentryintotheUnitedStates.Today'sshowwillgiveyouthestorystraightfromSophieandJennifer.

Kristin: 02:35 Decathlonistheworld'slargestsportinggoodsretailer,foundedin1976inFrance.It'salsoamanufacturerofawidecollectionofhouse-brandedproducts,andyes,thatproductcollectiondefinitelyincludesafullassortmentofbikes,gear,andapparel.TheUSleadershipteamdidatonofresearch,andwasverystrategicwithcapitalinvestment,totestandlearnwithitsfirstbetastore.ThatstoreislocatedinSanFrancisco,rightacrossthebayfromEmeryville.Thatlocationwasusedtogaugeconsumersentimentandpreferencesforthephysicalretailexperience,theDecathlonhouse-brandedproducts,andthecompany'se-commerceapproachtotheUSmarket.

Kristin: 03:18 ThestoryofDecathlonUSAisverymuchstillunfolding,butthereissomuchtolearnaboutthewhy,thehow,andthewhenbehindthismajorretailexpansioncenteredinNorthernCalifornia'sBayArea.Imean,whatwouldyoudowithcapital,asharpleadershipteam,andaworld-leadingsportinggoodsbrandifyouwereopeninganewphysicalretailstore?ThereissomuchtolearnfromthisexperiencethatSophieandJenniferareabouttosharewithus.

Kristin: 03:45 Anotherreallyawesomefacettothisinterview,Decathlonisdeployingbest-in-classretailtechnology,includingon-floorroboticsandanarrayofvideomerchandising,amongalotofotherinnovations.Verycooltoseetechnologylikethatbeinglaunchedrightinourspaces.

Kristin: 04:03 SobeforewedropinandgettheplaybookontheDecathlonUSAlaunch,I'dliketoonceagainthanktheco-presentingsponsorsofthisveryspecialseriesoftheChannelMasterypodcast,andthatisBicycleRetailerandVerdeBrandCommunications.YoucanlearnmoreaboutBicycleRetaileratwww.bicycleretailer.comandVerdeatwww.verdepr.com.



Kristin: 04:28 Okayeveryone,here'sSophieO'KellyandJenniferTetrickofDecathlonUSAontheChannelMasterypodcastspecialseries,ShiftingChannelsintheBikeMarket.Let'sdothis.

Kristin: 04:53 Welcomeeverybody.IamsodelightedtodaytointroduceSophieO'Kelly,theCOOofDecathlonUSA,andhercolleague,JenniferTetrick,theDirectorofCommunicationsandPRforDecathlonUSA,totheshowtoday.Welcometobothofyou.

SophieO'Kelly: 05:07 Thankyou.

JenniferT.: 05:09 Thankyousomuch.

Kristin: 05:11 It'sgreattohaveyouhere.Youbotharemanagingandjugglingsomuch.Iknowthatyouarejustopeningyourbrand-newflagshiplocationinEmeryville.Congratulationsonthat,bytheway.

SophieO'Kelly: 05:22 Thanks.

Kristin: 05:23 Iimagineit'sahuge,hugelift.SoIwantedtogoaheadandjustjumprightin.Obviously,thisispartofthespecialseriesbeingco-producedbyBicycleRetailerandIndustryNewscalledtheShiftingChannelsintheBicycleMarket.It'ssotimelytohaveDecathlonUSAbepartofthisseries.Youwerelaunchedin1976inFrance,andyouhaveliterallybecometheworld'sbiggestsportinggoodsretailer.NowwehaveyouhereintheUnitedStatesandyou'relaunchingyourflagshiplocationrightattheheelsofthekickofftothebikeseason,with[inaudible00:05:55]actuallyrightinthemiddleofit.Iwantedtojusthaveyouintroduceyourselves.Sophie,we'llstartwithyou,intermsofaquickbackgroundandthenyourroleasCOOofDecathlonUSA.

SophieO'Kelly: 06:06 Sure.I'vebeenCOOofDecathlonUSAfornowalittlebitmorethanthreeyears.I'vebeenwiththegroup,Decathlongroupforalittlebitmorethansevenyearsnow.StartedoffattheheadofficeinLille,whichisinthenorthofFrance,andthenI'vehadthepleasuretobepartofourUSprojectsincethebeginning.Imovedherethreeyearsago,inSanFrancisco,tosetupthebusinesswithourCEO,MichelDhumieres.SetupthebusinessinSanFrancisco,intheBayArea,andtoexplorewhatwecoulddotolaunchourbusinessmodel.

Kristin: 06:39 That'sfantastic.Howaboutyou,Jennifer?

JenniferT.: 06:41 I'vecomefromalittlebitdifferentbackground.Istartedoutincommunications,workingontheHillforamemberofcongress



andstarteddoingthatforquiteawhile,andthenbecameaprofessionalathlete,recentlyracingwithTeamTibco-SiliconValleyBank,forafewyears,allwhilemaintainingacommunicationsconsultingbusinessontheside.Followingmyretirementin2018,IstartedinwithDecathlonUSAandthisexcitingprojecttolaunchDecathlonintheUSastheircommunicationsandPRdirector.

Kristin: 07:17 That'sabsolutelyfantastic.Ihavealittlebitofcareerenvyoverhere,becauseI'maprettyavidcyclistmyself.Decathlon'sfortunatetohavesuchanauthenticcommunicationsprofessionalworkingwiththem,sothisisgreat,andcouldn'tbemoreperfectformyamazingaudiencehereatChannelMastery.Let'sjustdiverightintothequestionshere.Obviously,youguysenteredtheUSmarketwithyourSanFranciscolocationinFebruary2018.Iwashopingthatyoucouldtalkalittlebitabouthowthisfirststoreservedasatestofsortsforbothyourlargerstoreroll-outande-commerce,andthen,ofcourse,anationalroll-out.Soifoneofyoucouldaddressthat,thatwouldbegreat.

SophieO'Kelly: 07:58 ThisisSophie.SowefirststartedoffopeningourlabstoreonMarketStreetinSanFrancisco.ThelabstoreactuallyopenedinDecember2017,andthenwelaunchedournationale-commerceinAugust2018.InDecember2017,westartedoffthewithstore,thelabstore,whichwasapproximately,andstillisapproximately6,7,000squarefeet,andlaunchedourwebsiteatthesametime,allinCalifornia,andthenextended.TheideaofthelabstorewastomakesurewecouldpresentourproductstoourcustomershereintheBayArea.Theideawastotesttheproductstogettheirfeedbackonourproductsandtomakesurethatwehadtheoffertherightrangeofproducts.

SophieO'Kelly: 08:40 Justalittlereminder,wedesign,wetest,wemanufacture,andwesellourownproductsinourownsalesnetwork.That'swhyitwassoimportanttodialoguewithallthecustomersandtomakesurethatwegottheirfeedback.ThatwasourmainaimwiththelabstoreandalsototestanythingwewantedtotestbeforeopeningourfirstmajorsuperstoreinEmeryvillethatopenedtoday,intermsofexperience,intermsofcommunity,intermsofengagement,andintermsofbuildingourbrandawareness.

Kristin: 09:11 Today,justsoeverybodyknows,whomightbetuninginalittlebitlaterthanwhentheshowdrops,isApril12,2019.Sothankyousomuch.Idohavetosay,thetimingwasreallyinterestingforDecathlontoventureintotheUnitedStates,withourretail



correction.Ihavetoask,withyourbackgroundobviouslyinEuropeanretail,you'veprobablybeenreadingandstudyingalotoftheheadlinesaroundourprettysizeableretailcorrection,andthefactthatwe'reaveryover-storedcountry.Andso,ifyouwanttoaddanyremarksintermsofwhyyouchosethewaythatyou'veenteredthemarket,obviously,throughyourbetastoreandnowyourlargerstore,asitpertainstowhatyou'vebeenreadingaboutandstudyinginthemarket,thatwouldprobablybeprettyinterestingtomycrew.

SophieO'Kelly: 09:54 Sure.ThisisSophie.Itisinteresting,becauseintheBayAreamarket,therearealotofspacesthatareactuallyalloccupiedsothattherestillisroomforthestandardbrickandmortarmodel.It'snoteasytofindspaces,sothey'restillbeingoccupied.Atthesametime,thisretailtransformationwe'regoingthroughhereintheUSisveryinterestingforus,becauseDecathlonisallabouttransforming,isallaboutdisruptingandtryingto,beingpartofthechangeandanticipatingthechange.WeviewthisasanopportunitytotestnewbusinessmodelsandtoactuallyentertheUSmarketinadifferentwaytowhatwe'reusedtodoing.Inourothercountries,we'realsothinkingabouthowarewetransformingourbusinessandhowcanweadapttowhattheconsumerswanttohavetodayinretail.

Kristin: 10:41 AndIimaginethat'sapracticethat'sgoingtohavetocontinue,becauseofthewaythattheconsumerkeepsevolving,whichwe'redefinitelygoingtobegettingintotoday.I'malsoreallyhappythatyoubroughtup,wecallthemhousebrands.YoucallyoursaPassionBrand,butyouhaveareallycomprehensivehouseofbrandsthatIwanttohavemaybealittlebitmoreinsightformyaudienceintermsofthefactthatyouactuallydoR&Danddevelopmentandsourcingsupply,etcetera,justasthebrandsdothatyoucarry.Oneofthemajorretailersinourspacerightnowhasbeeninprocessofuplevelingandchangingtheirstrategythere,soIwouldloveyoutospeakjustalittlebitabouthowyouplanonincorporatingyour"housebrands"oryourPassionBrandsintothepresencehere,andthenwe'llgetmoreintothequestionsaroundchannelsbetweenphysical,e-commerce,etcetera.

JenniferT.: 11:31 Yeah,thisisJennifer.Ijustwantedto,Imean,you'reexactlyright.WehavePassionBrandsinourstore,whichareourownproducts,designedandtestedbyDecathlon.Ithinkthat'sactuallywhatsetsusapartfromalotofotherretailersthatmaybehavingtroublesorhaveclosedtheirdoors,inthatDecathlon,thisis...We'reentirelyverticallyintegratedandallofourproductsthatwesellinourstoresareourownproducts.Each



oftheproductsinourstorearebrandedwiththesePassionBrands,soifsomebodycomesintoaDecathlon,theygointothehikingsectionandthey'llseeQuechuaandthey'llseeFourclazandthey'llseeBetweenandthenRieselinthebikesection.It'sreallyinterestinginthatwedon'thaveDecathlonlogobrandedonallofourgear,buteachofthosebrandsareourinternalbrandsandtheyreallyrepresentagroupofdesignersandteamsandproducttestersandathleteswhoaretestingthoseproductsandtryingthemintheAlps,inFlanders,aroundtheworld,andreallydevelopingeachofthesebrandstobethebesttheycanbeineachindividualsport.

Kristin: 12:48 That'ssuperinteresting.I'mvery,verycurioustoseehowbrandadoptiongoesforyouguys.Imean,obviously,you'regoingtohaveanawesomephysicalpresenceintheCaliforniaarea.Talkalittlebitabouthowyou'rehopingtomaybe,Imean,thee-commercepartofthisissuchahugepartofourconversation,butsincewe'retalkingaboutyourPassionBrandsrightnow,let'stalkalittlebitaboutyourchannelstrategyasitpertainstokindofgettingthewordoutonthose,becauseitsoundslikethoseareakeypartoftheexperiencethatyou'reofferingtoyourconsumer,whetherthey'reshoppingonlineorin-store.

JenniferT.: 13:20 Yeah,thisisJenniferagain.Ithinkwhatreallyis...We'rejusttryingtoraiseawarenessforwhoisDecathlonandwhatisourstoryandwhatareourproducts.PartofthatreallyisgettingourproductsinfrontofproducttestershereintheUS,frompublicationsthatpeopleherereallyknowandtrustandunderstand,andhelpingtotellourstoryinthatway.Also,areallybigpartofitisgettingpeopletoactuallycomeintoourstoreandtouchandfeelourproductsandhearaboutDecathlonandthestorybehindeachoftheproducts.Imean,that'spartofit.We'realsorollingoutwhatwe'recallingaHaveaBallTour,wherewe'redonatingballsandsportsgeartocommunitygroupsandkidsallacrosstheEastBayareaandusingthat,inpart,totellourstoryofDecathlonandthefactthatwe'reallaboutbringingsportstothecommunityandreallybringingthejoyofsporttoeverybody.

Kristin: 14:21 That'sawesome.Idohaveacouplemorequestionsabouthowyou'realigningwithyourcommunitiesandkindofembeddingwiththem,ifyouwill,intermsoftakingyourbrandandmakeit,almostapplyingthelocaldialectictoit,anditsoundslikeyou'redoingthatthroughsomeofyourgive-backrightoutofthegate,whichissupercool.

SophieO'Kelly: 14:39 Yeah.



JenniferT.: 14:39 Thanks.

Kristin: 14:41 Ontopofeverythingelse,you'rejuggling.

JenniferT.: 14:43 Yeah.

Kristin: 14:45 Solet'sdiveintoacouplemorequestionshere,becauseagain,theaudience,youneedtohear,Iliterallykindof...Iputthesetwowomencaptivetodothisinterviewinthemiddleoflaunchingtheirflagshipstore,soonceagain,thanksforyourtime,andIwanttomakesureyourtime'sefficient.IthinkoneofthemainpointsofinterestformyaudiencelisteningtoyouguystalkaboutyourentryintoandestablishingDecathlonUSAintotheU.S.market,isreallyunderstandinghowyou'repivotingandtiltingthebrandandtheassortmentandwhyyouchosethelocationsyoudidinCalifornia.

Kristin: 15:22 Becauseultimatelythat'swhatwe'realldoingtoday,isstudyingourendconsumer.That'sourNorthStar.You'vecomeintothiswithavery,verystrongretailbackground,aprovenbusinessmodelinternationallyandI'mcurious,andIknowmyaudienceistoo,howareyouassessinghowtopositionyourself?WhatareyoulookingatintermsofthemainmarkersthatyoutrustintermsofwhatyourU.S.consumerisgoingtopreferandexpectfromDecathlonUSA?

SophieO'Kelly: 15:50 ThisisSophie.So,whatisveryimportantforus,asweweresayingearlier,istomakesureourproductisofferedheretoourcustomersandthatweareabletoshowwhatourproductisandhowtheproducttested.

SophieO'Kelly: 16:04 So,firstofall,SanFranciscoandtheBayAreaisawonderfulplacetoactuallystartoffwithbecauseallofthesportsarepracticedhere.Imean,justlookatcyclingandyouhavealotofcyclistsintheBayArea,loadsofcyclingtrails.Imean,it'stheperfectplacetoactuallytestdrivecyclingproductsandourcyclinggear.Thesamethingwithhiking,thesamethingwithwatersports,allofthe,youknow,gym.Allofthesportsarevery,veryrepresentedhereandwehaveagreatpopulationthatlovessportsandthatisverytechnicalaboutsports.

SophieO'Kelly: 16:32 So,it'sawonderfulopportunitytobehereandtheideaforusistoshowthatwehavegreatandoperativeproductsthatareveryuserfriendlyandveryeasytouseandhavegreattechnicalityatveryaffordablepricesbecausewecontrolthewholesupplychaininoursystemaswedesignandtestandmanufactureourproducts.



SophieO'Kelly: 16:51 So,SanFranciscoandtheBayAreaisaperfectplacetostartoffwith.

Kristin: 16:56 That'sawesome.Andjustsoeverybodyknows,obviouslyyou'regoingtobeintroducingarangeofproductsbutsincethisisaseriessponsoredbyBicycleRetailerandIndustryNews,let'stalkalittlebitaboutthepassionbrandsthatyou'regoingtobedistributinginbikeperse.InourrehearsalcallyoumentionedthatyouhaveanumberofSKUs[00:17:14]thatyou'regoingtobeintroducingandeventuallybringingine-bikesandthatyou'rewarehousingproductintheBayArea.Canyoutalkalittlebitaboutyourbikeassortmentthatyou'regoingtobesellingtoU.S.consumers?

JenniferT.: 17:25 Hi.Yeah.ThisisJennifer.So,wehave60differentmodelcodesofbikesinjuniorandadultbikesthatwe'llbesellingatourfirstlocationinEmeryville.AndweanticipatethattocontinuetogrowaswecanbringmoreofourEuropeanlineofproductsintotheU.S.So,we'restartingwiththat.Wehave47,000squarefootstoreinEmeryvilleand4,400squarefeetofthatisdevotedtocycling,actually.

Kristin: 17:53 That'samazing.Andhowaboutashop?Areyougoingtohavemechanicalservicesthere?

JenniferT.: 17:58 Wehaveaverysmallshopinthisstore.Ithinkthatmaybethatwillbesomethingthatwewilllooktoadjustmaybeinthefuture.Butrightnowwehaveaverysmallshopinthestorewherepeoplecangetsomeverybasicadjustmentsdonetotheirbikes.We'llseewhathappensforthefuture.

Kristin: 18:14 Andwhataboutthechannelstrategytosupportthehardgoodslaunchinbike?Imean,obviouslyyouhavethebrickandmortar.YouhavetwolocationsnowintheBayArea.We'regonnagetintoyoure-commercestrategyheretoobutyouobviouslyhaveashoponlineandpickupintwostores.Anyotherchannelsofnotethatyou'dliketoshare?

SophieO'Kelly: 18:33 ThisisSophie.That'sexactlycorrectwhatyousaid.Wehaveourwarehouse,locatedinOakland,sothat's20minutesfromtheEmeryvillestoreandalittlebitmorefromtheSanFranciscostore.Youcaneitherorderandpickupinstoreoryoucanalsohavetheproductdeliveredtotheplaceyouchoose.

Kristin: 18:48 So,Jennifer,ifyoucouldspendafewminutesjustwalkingusthroughwhattherangeofbikeslookslikeinDecathlon,thatwouldbegreat.



JenniferT.: 18:56 Yeah.Wehaveafullrangeofbikeproductsforprettymuchanytypeofcyclist.Wehavebikesmoreforthefamily.So,wehavebetweenforallofourkidsbikes.Wehavebikesfortouringandforgravelandalsofortheroadandforcityriding.Wehavethefoldingbikes,mountainbikesobviously,roadracingbikes.Andreallytherangefromwhenyouarestartingcycling,sowehavebikesthatstartoffwith$329pricepointallthewaythroughacompletecarbonfiberbike,whichisourVanRysel,whichwejustlaunchedthisyear.Thisyearwe'llalsobeofferingelectricbikesinourstoreinpartnershipwithPureCycles.

Kristin: 19:38 That'svery,veryexciting.Imean,asfarasmyaudienceisconcerned,that'sanotherchannel.So,that'ssuperinnovative.Andonthatsamenoteofinnovation,I'malsocurious,youknow,havingdonemyresearcharoundtheframinguptothisinterview,youguyshavereallyincorporatedsomeinterestingretailtechfacetsintoyourfirstbetastoreandIwashopingyoucouldtalktomyawesomeaudienceaboutwhatyou'regonnabegraduatingfromthereovertoEmeryville,obviouslywiththeSiliconValleybackdrop.Andjusttheinnovationthatyou'reofferinginyourpassionbrandcollectionofphysicalproducts.Itseemslikeyoualsowanttohaveaverytechy,innovativeexperienceforyourconsumerstohavewhentheyactuallycomeintothestore.

JenniferT.: 20:20 Yeah,exactly.We'rereallylookingtohaveafreshexperiencefortheU.S.audiencehereinourstoresintheBayArea.Whatwe'redoingthat'sdifferentthanallofouroversixteenhundredstoresworldwide,isreallyintroducingthistechexperienceinthestore,inthatwe'rehavingmobilecheckouts,soeveryemployeeinthestorehasaniPhoneinwhichtheycancheckoutacustomerwhenthey'rereadytocheckout.So,theycancheckoutanywhereinthestore.

JenniferT.: 20:51 We'realsousingRFIDtaggingaspartofthecheckoutprocesssopeoplecanhavealloftheiritemsinabasket,putitinsideatablewhichautomaticallyreadsalloftheproductsthatareintheirbasketforaveryquickandeasyand,Ithink,funexperienceintermsofcheckout.

JenniferT.: 21:10 AnotherfeaturethatwehaveinthestoreisalittlerobotthatwenamedTally.AndtherobotisgoingaroundthestorecheckinginventoryandmakingitsothatpeopleworkinginthestorecaninteractwithourcustomersinareallygreatwayandexplaintheproductsandexplainDecathlonandnotspendtimedoinginventory.



Kristin: 21:34 That'sawesome.Andwhataboutvisualmerchandising?Isawsomethingelseonyoursitejustaboutnewsreleasesintermsofensuringthatyou'reincorporatingvisualassetssuchasvideoonyourshopfloor.

JenniferT.: 21:45 Yeah.Wedo.Wehavescreensthroughoutthestorewherepeople...wehavewhatwecall[inaudible00:21:50]aisles.So,peoplecanshoponlinewhileinthestore.Theycanbuyfromthosescreens.Theycancheckouttheproducts.Theycanwatchtheproductdemonstrations.Andalsowouldbeabletobuyonlineandpickupinthestoreevenasfastasthenextday.Andwehopetoevenmakethattimeframeshorter.

Kristin: 22:10 That'samazing.Imean,whatIloveaboutwhatyou'retellingmeisyou...itmaynotbenecessarilythatyou'vegottentoknow100%'causeyou'restillnewtotheU.S.market,youknowthenuancesoftheU.S.consumer.ButwhatIthinkyou'vedonealotofresearchonglobally,isconsumerexpectationstodayintermsof,"Iwantselection.Iwantconvenience.Idon'twantfriction.IwanteverythingtobedeliveredtomewithabowontopofitintwohoursfromAmazon."Butitsoundslikeyou'reactuallytryingtocozyrightuptothatdeadline.Thatisamazingactually.AndIthinkthatit'sreallygoingtoimpactthebroaderconsumerthatisinterestedinsportinggoodsandoutdooractivelifestyleandbike,becauseyou'regoingtoessentiallybegivingthemalmostlikeahybridAmazonexperiencebutinastore.It'sreallyfascinatingtome.AndbyAmazonIdefinitelydon'tmeanthatyou'renotspecialty,okay.That'snotwhatImeant.

Kristin: 23:05 But,onthatnote,let'stalkaboutyoure-commercelaunch'causefromwhatIunderstand,youguys,partofyourbetateststorethatopenedinFebruary2018wastogiveyouabitofafoundationtobreakintotheCaliforniaregionifyouwill,withyoure-commerce.Canyoutalkalittlebitaboutyourapproachtoe-commerceandhowyou'regoingtobefoldingthatintoorintegratingthatintoyourchannelstrategy?

SophieO'Kelly: 23:29 Yes.ThisisSophie.So,ourstrategyisanomni-channelstrategy.So,e-commerceandretailaretotallytiedintogether.So,asJenniferwassaying,youcanorderyourproductfromthestore.Youhavethescreensinthestoretomakesurethatyoucanfindanyproductyouwant,whetherit'sinourwarehouseorinthestoreatanytimeyouwantandhaveitdeliveredtoyou,tothecustomer,wheneverthecustomerwantstohaveitdeliveredandwhereverthecustomerswantsittohavedelivered.



SophieO'Kelly: 23:56 We'reworkingontheseamlessnessoftheexperienceinthisomni-channelapproach.So,forexample,inthestoreyoucanpurchaseaproductandthenalsopurchaseaproductonlinefromthestoreandmakeitonesingletransaction,that'swhatwe'reaimingtodo.

Kristin: 24:10 AndtheotherthingthatIdiscovered,Sophie,throughdoingtheinterviewsthatI'vebeendoingforthisseries,isthebroaderbikeindustryormarketisjustnow,obviouslytheSRAMaccesslaunchshowsusandseveralothershowtoshiplauncheshaveshownusfrombikemanufacturers,thattheirtryingtointroduceproductandlaunchthemfromaPRstandpointthesamedaythatthey'reavailabletoconsumers.Andsomeofthethingsthatarestartingtoshowuparealittlebitofafragmentationorasilo-ingaroundtheretailerandwhattheretailer'spromisingandwhatthebrandispromising.

Kristin: 24:44 Forexample,theymaynotreallyconsidertheentireexperiencethroughthechannelsaroundthatandwhatImeanis,ifaconsumerseesalaunchandthey'reassumingit'sattheshopandit'snot,thereareexpectationsthatareletdownanditsoundstomelikeDecathlonUSAisreallyinagreatpositionherebecauseyoucontrolyourentiresupplychainandyouprobablywillmakethataveryseamlessexperience.

SophieO'Kelly: 25:09 Sure.That'sreallywhatwe'reaimingat,tomakeitoneglobalexperience.

Kristin: 25:13 That'sprettyremarkable.Ihavetoask,whatretailersandbrandsdoyouviewascompetition?

SophieO'Kelly: 25:20 ThisisSophie.Ithinkwe'rebothgonnatipintothisone,JenandI,butjustthewayweseeDecathlonisDecathlonhasaveryuniquemodelandaveryspecificrolebecausewedesign,wetest,wemanufacture,andweretailourownproducts,right?So,wehaveabrandside,wehavearetailerside,andwehaveasupplychainside.So,we'reactuallyallinoneandweexclusivelysellourproductsinournetworks.So,Ithinkwe'requitedifferentonthemarketandIthinkwecoexistwithallofthedifferentbrandsthatexistandallofthedifferentretailersthatexistbecausewehaveourownoffer.

JenniferT.: 25:51 ThisisJennifer.Iwasjustthinking...IwasalsogoingtosaythatIthinkatDecathlonweliketothink...andobviouslythere'salotofbrandshereintheU.S.thathavemorebrandrecognitionthanDecathlon,atleastatthispoint,butwereallyliketothinkthatwe'reopeningupnewdoorsandcreatingabigger



audienceingeneral.Wehave,likeIsaid,bikeproductsorbikesthatstartat$329thatcanhelpyougetoutontheroad.Andwehopetocreateevenmorecyclistsandevenmorepeoplewhowanttogetoutthereandplayasport,totrysomethingnew,andmakethataudiencebigger.Ithinkthatbenefitseverybodyintheindustry.Ifyougetpeople[inaudible00:26:30]init,theywanttocontinueandgetamoreadvancedbikelikeourVanRyselcarbonfiberbike.That'sgreat.Theymaychooseanotherbrand.Butnowwe'vecreatedanewcyclistinthemarket.

Kristin: 26:41 Right.Andthat'sdefinitelysomethingthat,asI'vetalkedaboutalot,it'sgoingfromthebikeindustrymentalitytothebikecommunitymentality,becausetherearesomanycyclistsouttherethatmaynothavefitperfectlyintowhattheindustryhasseen.IwasjustreadinganarticleintheonlineversionofBicycleRetailerTodaywhereoneoftheeditorstherewastalkingabouttryingtoactuallygrowthepieandnotjustappealtotheexistingquote,corecyclists,andthatsoundsexactlylikewhatyouseeasaprimaryopportunityintheUnitedStates.WhatareacoupleoftheotherprimaryopportunitiesforsuccessthatyouviewforDecathlonwithyourglobalbusinessmodelintheUnitedStatesmarket?

JenniferT.: 27:25 That'sreallyoneofthecorethingsthatIthinkthatwebringtotheU.S.market,isthisaccessibility.Andthat'swhatdrewmetojoiningtheteamatDecathlon.I'mcomingfromacyclingbackgroundandtriathlon,whereit'ssocostprohibitivetoevengetgoinginthesport.AndIthinkwhatyoujustsaidaboutgrowingthepieisareallygreatpointandalsothinkingaboutthecyclingcommunityasawhole.

JenniferT.: 27:49 Somethingthat'salwaysfrustratedmepersonallyasanathleteinthesevery[inaudible00:27:54],Imean,reallycanbeexclusivesports,isjustthateverybodyisso,howdoyousay,Iguessthey'reintheirnichessomuchthatyoukindoflosetrackofthisbiggerpicturethatwe'realloutthereontwowheels,pedalingourbikes,enjoyingtheoutdoors,andreallyhavingfundoingit.So,IthinkthatDecathloncanreallyopendoorsinthispricepositioningofcourse,butalsojustthegoalandmissionofthecompanyistobringsportstoeverybody.So,Ithinkthatthat'sreallyapowerfulpositionforthecompany.

JenniferT.: 28:31 Again,wehavetentsthatyoucansetupintwoseconds.Ifcampingwashardtodoorexpensivetodobefore,nowallyouhavetodoisit's$59.99isatwo-persontent.Itsetsupintwosecondsandyoucanbecamping.It'sgreat.



Kristin: 28:47 Yeah.Wow.

SophieO'Kelly: 28:48 ThisisSophie.Ithinkthenotionsofaccessibilityandaffordabilityareveryimportantaswellasthefactthatit'sallsportsforthewholefamily.Youhaveexperts,verytechnicalsports,andthenyou'regonnahavesportsforthefamily,sportsforkids.That'sgreatbecausekidswanttodolotsofdifferentsportssothisistheopportunitytoenablethemtodothatbecauseoftheaccessibilityandaffordability.

Kristin: 29:16 Oneofthethingswetalkaboutalotontheshowistheroleofstrategiccontentmarketingasabrandcommunicationslever,ifyouwill,intermsofgrowinganaudience.Ispartofyouraccessibilityandaffordabilityapproachandkindofgrowingtheparticipationbase,ifyouwill,whatareyougoingtobedoingintermsofcapturingandnurturingthesepeopleinyourcontent?Becausewealwaysliketolookatthatasa24/7salesperson.

JenniferT.: 29:44 Itreallyis.AndIwouldsaywe'rereallyblessedasacompanyinthatwehavethishugeglobalcommunityandpeoplewhoarereallypassionateaboutDecathlonaroundtheworld.We'rejuststartingthatintheU.S.So,oncepeoplecomeintothestoreandmeetusandhearDecathlon'sstory.

Wereallyaredevelopingsomeofthosepassionatepeopleatourgrandopeningpre-launchevent.WehadalocalsurferwhosurfswithBlackGirlSurf.Actually,she'sourfirstbrandambassadorforourline,surfingbrand.Andthethingsthatshesaidforus,andshe'sreallyup-and-coming,anddoingsomereallyexcitingthingsinthesurfingworld.Welooktocontinuetodothat,andhaveotherambassadorsthatcanhelpustellourstoryontheirplatforms,totheiraudiences.AndIthinkthat,that'sareallygreatwaytogetthewordouttotheU.S.community.

Kristin: 30:35 That'sawesome.Andthen,Sophie,thismightbeaquestionforyou,areyouplanningonopeningDecathlonstoresregionbyregion,usingthesameapproachofabetastorewithasmallerretailconcept,toalargerflagshipstoreinkeyregions?

SophieO'Kelly: 30:49 Wellactually,whatwe'redoingrightnow,isjustfocusingonthelaunchofourEmeryvillestore,andhowit'sgoingtobegoingforthenextcomingmonths,andthenwe'llbethinkingaboutthefuture.Wedon'tnecessarilyneedtodothethingsexactlythesamewayaswe'vedonetheminSanFrancisco.Butwhatwe'dliketodoishaveanapproachwherewedrawconclusionsandthenmakethedecision.



Kristin: 31:11 Thatsoundsgreat.Andagain,that'sanapproachthat'sgoingtoserveyouwellwiththemovingtargetthatwe'redealingwith,withthisconsumer.

SophieO'Kelly: 31:18 Exactly.

Kristin: 31:20 Andthen,IguessI'dlovetohaveyoutalkaboutyourfocalchannelsforDecathlon.WilltherebeacatalogforUnitedStatesconsumers?Areyouplanninganythingspecial,likepopupstores,oranyotherDecathlonbrandexperiencesacrosstheUnitedStates?

JenniferT.: 31:36 Atthispoint,wehavemoreofanonlinepresenceacrosstheUnitedStates.Andwedonothaveplansforthemobilestore,butwedohavealittlemobileCitroenvanthatwehave,rollingallovertheBayArea,that'shelpinguswithourHaveaBallinitiative,tobringballsthroughoutthecommunity.Soitissomethingthat'sactuallyreallyresonatingwithourlocalcommunity.That'ssomethingthatwehaveaneyetolookatinthefuture.

Kristin: 32:05 Andwhataboutacatalog,aprintcatalogpiece,oraprintedpieceofsomekind?

JenniferT.: 32:09 AtDecathlon,we'rereallyaretryingtobeassustainableasthecompanyaspossible,andso,wetendtoshyawayfromdoingexcessamountofprint.Withthatsaid,westilldosomeobviously.Butevenourshoescomewithoutshoeboxes,forexample.Wereallydoeverythingthatwecan,tousetheleastamountofpaperaspossible.So,we'rereallyworkingonitbeingadigitalandonline,andasyousaidearlier,content-sharingexperienceacrossalldifferentplatforms.Wemaylookatthatinthefuture,butit'sjustnotacornerstoneonourplanrightnow.

Kristin: 32:47 Okay,thatleadsitrightintooneofthelastquestionsIhaveforyouguys.Andagain,you'rebeingsogracious,sothankyou.Ialreadynoticedthatyou'recreatingalotofinterestingcause-marketinginitiativesandputtingafewstakesintheground.Obviously,whatyoutalkedaboutwithyourdeliveryofsportingequipmentforEastBaykidsisareallygreatway,exampleofwhatyou'redoingaroundengagingthelocalcommunity.Whydon'tyoutalkalittlebitaboutwhatyou'redoingaboutanti-plastics,andanythingelsethatyou'redoingtobecomemoreemotionallyrelevantfromanethicalstandpoint,toyourconsumer.



JenniferT.: 33:21 WehavejoinedRE100andhavemadethecommitmenttobecompletely,100%energyefficientby2026,orsorry,100%renewableenergyby2026,forourglobalteam,andallofourretailandcorporateoffices.Andanotherthatwe'redoingisreallyworkinghardtopreventplasticleakageintheenvironment.That'ssomethingthat'sreallyimportanttousaswell,sowejoinedthePlasticLeakProjectinefforttoreallyevaluatethewholesupplychain,anddowhatwecantopreventplasticfromgettingoutintheenvironmentinwaysthatitshouldn't.

JenniferT.: 34:01 We'vealsocreatedlinesofproductsinourcollectionincluding100%recycledfleecethatis,Imeanitstartsat$8.99andthat'smadefromrecycledwaterbottles.WealsohaveourTrek100jacket,whichisaninsulatedjacket,apuffyjacketthatstartsat$40,andthat'salsothewaddinginthatismadeofrecycledwaterbottles.Sowe'rereallytryingtotakesomestepstoreducetheuseofwater,reduceplastic,reduceexcessuseofpaper,andtrytotakecareoftheenvironmentthatwelove.

Kristin: 34:41 That'sawesome.Sophie,didyouhaveanythingyouwantedtoaddtothat?

SophieO'Kelly: 34:44 Wellyeah,IthinkallofthisisveryimportantforDecathlonU.S.A.andthegroupingeneral.Wehaveadedicatedteamthatworksonsustainabilityandcorporateethicsonadailybasis.Wehaverelaysineachofourcountries,andwe'revery,veryintopromotingthis,andalsothinkingaboutthegiveback,andwhatwecando.SotheHaveaBalltourisallaboutdonatingballs,beingclosetoourneighbors,andbeingclosetoeverybodyhereintheEastBay,andmakingsurethatwe'repassingalongoursavingstoourcustomers.

SophieO'Kelly: 35:16 That'swhatit'sallabout,that'swhythefacttohaveourgroupwherewecancontrolourwholechain,enablesustolookatthis,andtomakesurethateverysinglesavingwemakeispassedontothecustomer.Sothat'swhatwedo.Forexample,wehaveourArpenaz10bag,backpack,it'sasmallbackpackthat'sbeencontinuouslyremodeledtomakesurethatwe'reusinglessmaterialpossible.Thatwe'reusingtherightdyes,tomakesurethatit'scompletelysustainable,andthateachtimewecanuselessmaterialforexample,andthenlowerthecostoftheproduct.Thenwecanpassonthatsavingtoourcustomer.So,it'severyimportantforustomakesurethat,that'sthewayithappens,becausethat'sthewaywecanmakesportsaccessibletoall.



Kristin: 35:57 That'sreallyawesome.Imean,whatahugeundertaking.Itseemslikethefactthatyou'vebecometheworld'slargest,global,sportinggoodsretailer,givesyoujustamazingcapabilitytouseyourbrandasavehicleforpositivechangeaswell,soit'sreallyamazingtosee.Andonthatsamenote,justlookingatwhatyou'velearnedglobally,andbringingyourapproachtotheUnitedStatesmarket,areyoucapturingdatainanycertainwayorisitreallyjusthand-to-handcombatatthispointintermsofservingthecustomerinthestore?Obviously,Ijustdidashowonconnectedbuildings,arethereanytechnologicaladvancementsthatyouwanttotalkaboutintermsofhowyou'regettingtoknowyourconsumerfromadata-gatheringstandpoint?

SophieO'Kelly: 36:41 Well,Imean,we'reworkingonit,andweofcourse,havelotsofdifferentideasofwhatwewanttodo.Andwehaveplans,butwhatwe'redoingrightnow,ifyou'relookingatthisonaday-to-daybasis,becausewe'resomuchintotheopeningofourstore,isthatwethinkthattheengagementisthemostimportantparttodaytoengage,andtotalktoourcustomers,andtoactuallydothedialog,andtohavetheface-to-face,asyou'resaying,thehand-to-hand.That'swhatwe'redoingrightnow,andthat'sthemostimportantpart.

SophieO'Kelly: 37:07 Andofcourse,youhavelotsofdifferentwaysofmeasuring,collectingdata,butreallyrightnow,wewanttogettoknowourcustomers.It'sthemostimportant.

Kristin: 37:18 That'sgreat.Andthatactuallywasmylastquestionis,sixmonthsfromnow,withyourEmeryvillelocation,whatwouldbethekeymarkerofsuccess?AndIamanticipatingyouranswerwillbegettingtoknowourconsumerandthecommunitybetter,butwhatisouranswer?

SophieO'Kelly: 37:32 Well,it'sgettingallthesmilesonthefacesthatcometothestore,andthatorderonline.Andthenlookatthewebsite,instore,andbeingabletotalktopeople,thesmiles,thesatisfaction.SosatisfactionisveryimportantbecausewehaveasayinginDecathlon,it'slikeatranslationfromFrench,butit's"SatisfiedorSatisfied."Sowewanteachandeveryofourcustomerstobefullysatisfied,withtheexperienceandtogiveustheirfeedback,whateverthefeedback,wereallyneedtohavethatfeedback.

SophieO'Kelly: 38:01 So,it'sreally,reallyaboutthesatisfaction.Andalsothesatisfactionofourteammates,becausewe'rebuildingagreatteamhereintheU.S.We'rereachinga100peopleinourteam,



hiredhereinSanFrancisco,Emeryville,andOakland.Sohappyteammatesisalsoforus,it'soneofourkeyKPIs.So,we'regoingtotakethat,happyteammates,satisfiedcustomers,delightedcustomers,thatwouldbegreat.

Kristin: 38:30 Yep,thatissuccess.Wellcool.Jennifer,doyouhaveanythingyou'dliketoaddonthatfront?

JenniferT.: 38:34 Yeah.Forme,Imean,I'mcomingtoDecathlonasanew,Iguess,partofthecommunity,soIamjustreallyexcitedtosharewhatI'velearned,andseenfromDecathlon.Andforme,goingovertoEurope,andbeingatthecompanyheadquartersinLille,wasreallyeye-openingintermsofjustthepassionbehindeachoftheproductsthatareonourshelvesinthestore.Behindeachofthoseproductsisareallypassionategroupofpeople,designing,testing,andcreatingtheseproducts.Andforme,that'sareallypowerfulthing.SoI'mreallyexcitedtobeapartofthis,andtobringittotheU.S.consumer.

Kristin: 39:12 That'sgreat.IhaveonefinalquestionthatIjustthoughtof,asyouweretalkingaboutyourvisitoverthere.Willyoubedoingmultipleproductdropsayear,becauseobviously,you'refamiliarwiththemarketsthatweworkin.Historically,wehavetradeshowsthatkickofftheproductdesigncycle,youguysobviouslyhave,yougettoflyabovethat,ifyouwill,becauseyouownfront-to-back.Which,I'massuming,meansyoumightbeabletorefreshyourassortmentthroughouttheyear,insteadofhavingournewproductshittinginspring,orinfall.Canyoutalkalittlebitaboutthatstrategy?

JenniferT.: 39:45 Yeah,that'sactually,it'sexciting,butit'salsoachallengebecausetheEuropeanpacingisalotdifferentthanwhatwe'reusedtohereintheU.S.YoumentionedSeaOtter,sothat'sobviouslyabigthinginthecyclingindustry,andinthepast,it'sbeenalsoInterbike,ofcourse.But,Imean,ourproductlaunchesdon'tlineupwithtraditionalU.S.launchtimes.So,that'sbeenaninterestingchallenge.Butyes,we'llhavealotofdifferentmodelsthatwewillintroducethroughouttheyear,atdifferenttimesoftheyear.Andperhapsnotinthetraditionaltimeperiodsyet.Butaswecontinuetogrow,andaswecontinuetodevelopintheU.S.,we'reactuallyevenlookingtobringsomemanufacturingtotheU.S.aswell.

Kristin: 40:29 Oh,that'sexciting.

JenniferT.: 40:31 WhichwillcomplementourwarehousesinOakland,andhopefullyfuturestoresaswell.So,allthattosayis,wehopeto



beintroducingthisgravelbikethatIwasmentioningearlier,atsomepointthisyear.AndIthinkthat'sareallyexcitingwaytogetpeopleintothegravelscene,whichformepersonally,isexciting.Andwe'llhavesomeotherproductsthatwe'llhopetohaveatdifferentpartsofthisyearaswell.

Kristin: 40:56 That'ssupercool.Well,Idefinitelygrabbedalotofyourtimehere.IsthereanythingthatI'veforgottentoaskyouabout,thatyou'dliketohavetheaudiencehearabouttoday,beforewewrapup?

JenniferT.: 41:07 Ithinkwemayhavecoveredmostofwhatwewantedtotalkabout.

Kristin: 41:14 Youobviouslyhavealottotalkabout,andatongoingon.Asonecommunicationsprotoanother,Imean,youhavealotofstoriestotellandalotofthingsthatyouneedtobedirectingthroughdifferentchannels.

JenniferT.: 41:26 Yeah.Inournewstorerightnow,wehave7000modelcodes,soalotofproducts,andallofthesizesofeachofthoseproductsinourstore.So,wehavealotofstories.LikeIsaid,eachofthoseproductsrepresentsateamofpeoplewhoworkedreallyhardonthoseproducts.So,that'salotofstoriestotell.

Kristin: 41:47 That'sawesome.HowaboutyouSophie?Anythingyou'dliketoaddbeforewewrapupheretoday?

SophieO'Kelly: 41:51 No,Ithinkwe'vecoveredeverything.Imean,I'dbejustreallygladthatpeoplewanttovisitus,andwanttocheckoutourwebsite,andwanttoshareanythingtheyfeelwithus.

Kristin: 42:00 Ohyeah,we'redefinitely,thecommunityofbikeiswatching,andoutdoor,andsportinggoods.Wearereallyexcitedtoseewhatyoucouldbringtothismarketintermsofgrowthandinclusivity,andjustinvitingmorepeopleto"stepuptotheplate,"ifyouwill.

Kristin: 42:16 Ireallyapplaudyou,andit'sgoingtobesofuntowatch,sothankyousomuchforbeingpartoftheChannelMasterypodcast,inthisspecialseriesthat'sco-producedbyVerdeBrandCommunications,andBicycleRetailerandIndustryNews.Thankyousomuch.AndIreallylookforwardtohavingyouguysbackontheshow.I'dlovetohearhowthingsunfold,maybethreetosixmonthsdowntheroad,andjustkeepyouonasregularguests.



JenniferT.: 42:37 Wellthankyou.

SophieO'Kelly: 42:38 Thankyousomuch.

Kristin: 42:39 Allright.

Documents

Channel Mastery Podcast, Episode #84: Kristin Carpenter ......professional athlete, recently racing with Team Tibco-Silicon Valley Bank, for a few years, all while maintaining a communications