„The importance of speed & flexibility

in UI development”

Jakub Gierszynski, E-commerce Director / Decathlon Poland

Warszawa 2016

Decathlon international in numbersDecathlon is a network of innovative retail chain and brand providing enjoyment for all sports people.

Founded 40 years ago. With innovative concept ! „All sports under one roof”

Key figures 2016:

✓ 70.000 employees ✓ 1100 retail stores ✓ 32 countrys ✓ 22 passion brands

+ 9 bln euro turnover in 2015

Decathlon = product creation + development + production + supply management + logistic + retail + e-commerce

Decathlon in Poland 45 retail stores (from 2001)

decathlon.pl (from 2012)

1 warehouse

3 000 employees

Sport market lider

14,5 % market share

Omnichannel by Decathlon

Consistent fulfilment of customer needs by Decathlon across all channels.

Our co-operation with Frosmo

What we do ?

1/ Personalization

2/ Recomendation

3/ Geo-localization

4/ Bug covering

5/ Mobile version

6/ Web hacking

1/ Personalization: home page

1/ Personalization: home page

Home page recommendations

based on users behaviour

Recently viewed

2/ Recommendation: 404 mostly

Mostly viewed products in last 7 days

2/ Recommendation: Basket slider on 1 order step

Adding product straight to the basket with

possibility of choosing colour and size

3/ Home page: banner geolocalization

Showing 4 th banner on slider or small banner depends on the need

4/ Bug covering

4/ Bug covering

4/ Bug covering

5/ Mobile version: layout modification

Very simple framework - easy to

change by Decathlon.pl team

<a class="frosmoImage" href="http://www.decathlon.pl/C-895036-piekna-strona-sportu?opeco=opeco:smartphone2-opeco-lato&type=opeco"> <img src="http://www.decathlon.pl/content/image/mobilna/mobilna%20-%20banery%20744x306/AJ559_bannery_okladka_OPECO_744x306.jpg" /> <div class="frosmoBar"> Oferta z najnowszej gazetki </div> </a>

Modifications on mobile site are

intended to improve customer experience

5/ Mobile version: navigation

Adding new elements to the mobile site

5/ Mobile version: adding new elements

5/ Mobile version: adding new elements

Adding new elements to the mobile site

6/ Web hacking: football news

Engaging users by showing scores of Euro 2016 on the

home page

6/ Web hacking: snow on home page

Adding new elements to the mobile site

Bringing snowing overlay within 1 hour.

6/ Web hacking: Pay Pal method discount

Thanks to Frosmo modification we were able to create the discount on payment mean that was not existing.

6/ Web hacking: delivery time information

Bringing back delivery

information

6/ Web hacking: delivery time information

Bringing back delivery

information

Few numbers gained thanks to

✓ 9 times higher CTR for home page modifications compare to original content

✓12,6 times higher CTR for Frosmo modifications compare to original content in general

✓1,6 times higher Conversion Rate for users exposed to Frosmo modifications

✓25% users have used Frosmo modifications before making conversion

✓+17.6% increase of average number of products in the basket within one transaction

Thank You !