Decathlon opened its biggest store, Decathlon Singapore Lab on the 19th of January 2019.
“Spanning at 5000 sqm in the Kallang vicinity, Decathlon Singapore Lab will be a convivial sports place to connect all Singaporean sports lovers and it will open its doors for 24 hours daily. We decided to call it our “Decathlon Lab”, because a Lab is a disruptive and innovative place where we test new solutions. In this fantastic and beautiful environment, Singaporean sports lovers will enjoy a great experience, full of relation and innovative new solutions”, says Yves CLAUDE, CEO Decathlon Singapore.
Decathlon Singapore Lab aspires to actively integrate sports into one’s lifestyle through providing experience zones to test all the products in-store, free sports sessions at its very own free-to-play areas (a playground with dedicated football pitch, a basketball court and a multisport zone). After which, one can have some refreshments by the community corner and have an exchange about their sport.
Users’ purchase experience will be enhanced through technology with connected fitting rooms, mobile payment solutions and a conveyor belt that manages online orders in the store. Through this innovative solution, Decathlon will be able to deliver its complete range of products (except bulky products) in just two hours in Singapore.
Alternatively, users are able to order on decathlon.sg and collect their products in their preferred store within two hours for free. We have also developed an inventory robotic solution. Accuracy of the stock is a key point in retail and this solution will improve our efficiency and productivity greatly. Thanks to RFID technology, Decathlon has deployed an inventory robot to ensure the optimal accuracy of stock levels in the lab. It is the first of its kind amongst its 1,400+ stores globally). First retailer in Singapore and first Decathlon store in the world using such technology.
The innovative retail concept is supported under the First Mover framework, administered by the Ministry of Trade and Industry’s Pro-Enterprise Panel. Decathlon is granted direct allocation of the site for its creative use of technology to drive productivity. This is in line with the strategies of the Retail Industry Transformation Map leading to better customer experiences in both online and physical retailing.
Partnering with Sport Singapore, Decathlon Singapore Lab will host an Active Health Lab where users can undergo a free health assessment to find out more about their current health and fitness levels. Active Health experts will also be present to provide advice and to share healthy lifestyle tips. There will also be a variety of fitness and sports programmes that users can attend from 11am to 8pm on weekdays and from 9am to 10pm on weekends.
Decathlon will also engage with the local communities by holding sports clinics, fitness programs and other sports events in store and at free-to-play areas. Decathlon will also partner with ActiveSG Academies and Clubs to conduct sport-related events such as workshops, competitions and sports festivals. “We believe that it can connect and build communities through sports. As such, Decathlon Singapore Lab has three elements to build this sport community mindset. Firstly, the journey will be more experiential as the Lab will allow the full range of products to be tested in the large test zones present in the store. Secondly, the free-to-play outdoor area will be a place to use the products for sports. Decathlon Singapore Lab has a football pitch, a basketball court and a multi-sport zones to engage any sport lover with free sports sessions. Lastly, we will have a community corner, essential for sports users to meet, share discuss about their sports practices in the community area. It will be a convivial corner in the lab to hang out after sports.
With these three elements, Decathlon Singapore Lab aims to be a hub where sports lovers can connect, share and practice sport with the aim to integrate sports as a lifestyle”, says Nathaniel GREGORY, Decathlon Singapore Lab Store Leader.
DECATHLON Singapore Lab Address: 230 Stadium Boulevard - 397799 Singapore