Decathlon expands live video consultations for sports shoppers

Decathlon has expanded its Visio Store interactive video platform, offering online customers in France direct consultations with product experts across 10 sports equipment categories following successful trials in the e-bike sector.

The Visio Store service now enables shoppers to schedule complimentary 30-minute video calls with Decathlon advisors for live demonstrations and personalised product advice. This expansion is the result of a partnership with Bambuser, a video commerce technology provider.

Initially introduced as a pilot programme in the e-bike category, the service yielded significant results for Decathlon, with a 45% conversion rate and a 15% increase in new customer acquisition. Encouraged by these figures, the retailer has rolled out Visio Store to additional categories, including fitness, mountaineering, and golf.

Customers can access the booking function on Decathlon's website, either directly from specific product pages or via a dedicated service page. Upon confirmation, participants are connected with a live advisor who offers expertise honed through direct training with the company's sports design teams. This enables advisors to present, compare, and recommend products based on individual customer needs.

Showrooms equipped with specialised camera systems enable advisers to display the technical and visual aspects of products in detail during consultations. For the mountaineering category, augmented reality (AR) headsets are used to help users visualise the dimensions and footprints of products such as camping tents, giving customers a better sense of their size and functionality.

Christophe Leclerc, Manager of the Decathlon France Customer Relations Centre, explained the rationale behind the service, stating, "Putting customers at the heart of our actions means first knowing how to listen to them. At the Decathlon Customer Relations Centre, where the Visio Store project originated, we understood their primary concern: the fear of making an incorrect choice when purchasing a technical or investment product. Thanks to personalised video advice, they gain peace of mind in their purchase and enjoy a memorable experience."

Bambuser provides the platform for the real-time video clienteling software used in Visio Store. The company's technology integrates live video, allowing Decathlon to blend the convenience of online shopping with the expert guidance typically available in physical stores. Bambuser also supplies Decathlon with data on conversion rates, video call durations, and other performance indicators to support ongoing operational improvements and engagement strategies.

Maryam Ghahremani, CEO of Bambuser, commented on the collaboration: "We're proud to support Decathlon in elevating their customer experience through personalised, real-time engagement. Our technology helps bring their extensive product range to life, and make it easier for customers to connect with the right expertise and find exactly what they need."

During the 2024 e-bike trial, Decathlon hosted 1,100 video meetings through Visio Store. The company cited customer feedback collected during the pilot as a key driver for expanding the service, particularly the reassurance and confidence customers reported after receiving personalised advice on technical or high-investment purchases.

The Visio Store is currently accessible to online customers in France. Decathlon states that the project represents an effort to enhance the shopping experience through digital interaction while maintaining a focus on tailored customer service.