This is how the sporting goods giant wants to gain more market share in Germany
In this Kassenzone episode, Karo talks to Arnaud Sauret, CEO of Decathlon Germany, and Patrick Müller, CDO and CMO, about the sporting goods giant's ambitious plans in the German market. Decathlon wants to grow, but how? 60 new branches, 3,000 new employees and an omnichannel strategy that seamlessly connects online and offline worlds. With a turnover of 1.1 billion euros, Germany is Decathlon's most important market, but the market share is just 4.5%.
After 28 years with Decathlon, Arnaud brings a wealth of experience and explains why the German market is so special for the company. Patrick provides insights into digital transformation and the challenge of optimally combining stationary retail and e-commerce. Because: Customers should decide for themselves where and how they buy.
Particularly exciting: Decathlon is increasingly focusing on mobility — bicycles, e-bikes and repair services could become game changers for them. At the same time, the company is testing new store formats in inner cities such as Munich and Frankfurt. But is that enough to take market shares from established players such as Sport 2000 and Intersport?
The marketplace model is also being discussed: Which brands may become part of Decathlon, and how selective must they be? There is also the question of having your own loyalty program — are personalized offers worthwhile, or would Decathlon prefer to remain flexible?
In this episode, you will find out how Decathlon wants to stir up the German market, what role private brands and price-performance leadership play, and why the company allows itself to be influenced by the German market in product development.
Key insights
📉 Market share & competition: Although Germany is Europe's largest sports market, Decathlon's market share is less than 5%. The company sees enormous growth potential here, but is in competition with established players such as Sport 2000, Intersport and specialized outdoor retailers, who already have strong customer loyalty.
🏗 Vertical integration & private brands: Decathlon focuses on consistent vertical integration and develops almost all products in-house — from the initial idea to production. As a result, the company can not only save costs, but also manage quality and innovation in a targeted manner to ensure the best price-performance ratio.
💰 Price-performance focus: The aim is to be perceived as a market leader in the area of price-performance ratio and to make sport accessible to as many people as possible. Instead of expensive brands, Decathlon uses high-quality private brands that are equally attractive for beginners and professionals without breaking the customer's budgets.
🚴 Mobility & repair as a game changer: Bicycles, e-bikes and repair services are increasingly in focus to promote sustainable mobility. With a wide range of affordable, high-quality bikes and a growing network of repair services, Decathlon wants to make it easier for its customers not only to buy, but also to use them over the long term, while reducing their CO2 footprint.
🛒 Omni-channel & e-commerce: Around 25% of sales already come from online retail, but Decathlon is focusing on an even stronger link between digital and stationary channels. The aim is a seamless customer journey in which customers can freely decide whether to order products online, try them on at the branch or use Click & Collect.
📍 Expansion & employee growth: In order to accelerate growth in Germany, Decathlon is planning to open 60 new branches over the next three years. At the same time, over 3,000 new employees are to be hired to support both the expansion and development of e-commerce and service offerings.
🤝 Partnerships & acquisitions: Through targeted cooperation with companies such as Rebike (specialist for e-bike subscriptions) and the takeover of Bergfreunde (outdoor specialist), Decathlon is expanding its offering and reaching out to new target groups. The strategic focus is on bundling expertise in key categories and making the product range more attractive for demanding customers.
🎟 Loyalty program in planning: In order to strengthen customer loyalty in the long term, Decathlon is working on its own loyalty program. A system is planned that not only offers discounts or bonuses, but also creates an ecosystem around sports — with exclusive services, community features and personalized offers.
