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Nguyễn Phương Nam- 23DH121162

Trần Hồng Đào- 23DH120408

Phan Hoàng Như - 22DH482278

Nguyễn Thị Vân Anh - 22DH480134

Hồ Văn Thành- 23DH121877

Trần Hương Giang -23DH120462

Nguyễn Vũ Tiến Phát -21DH123293

Nguyễn Phương Kỳ Duyên - 23DH120362

Part 1: Introduce company and e-commerce of Decathlon

Introduction to Decathlon and Its E-commerce Model – Bullet Points

• Decathlon is a global sports retailer founded in

France in 1976, present in over 70 countries, including Vietnam.

• The company designs, produces, and sells affordable, high-quality sports products under more than 20 in-house brands.

• Decathlon’s mission is to make sports accessible to everyone.

E-commerce Model of Decathlon

• Operates under a Business-to-Consumer

(B2C) model, selling directly to end users.

• Main online platforms:

• Official website (e.g.)

• Mobile application

• Applies an omnichannel strategy:

• Customers can shop online, check product availability at physical stores, choose home delivery or in-store pickup.

• Controls the entire supply chain:

• From product design → manufacturing → storage → distribution

• Integrates digital tools (e.g., inventory tracking personalized recommendations) for a better

Customer experience.

• Offers flexible payment options (cards, e-wallets, COD) and fast delivery via local logistics partners.

• Provides customer-friendly return and warranty policies.

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Part 2: Technology and Website/App of Decathlon

🔹 1. Modern Website & Mobile App Platform

• Official website: www.decathlon.vn

➤ Clean and user-friendly interface, supports Vietnamese, easy product search by sport, brand, or need.

• Decathlon App (available on iOS and Android):

➤ Offers a seamless shopping experience with features like:

• Product recommendations

• Real-time stock availability

• QR scanning in store

• Order tracking and in-app payments

⸻

🔹 2. Integrated Omnichannel Experience

• Customers can:

• Shop online and pick up in store (Click & Collect)

• Return or exchange online orders at physical stores

• Check in-store availability directly on the app

• This helps bridge online and offline shopping, making it convenient and efficient.

⸻

🔹 3. Use of Advanced Technologies

• AI & Data Analytics:

➤ Used for personalized product suggestions and demand forecasting.

• Cloud Infrastructure:

➤ Ensures fast website performance and scalability.

• RFID Technology in stores:

➤ Speeds up checkout and inventory management with smart tags.

⸻

🔹 4. Focus on Customer Experience

• The app and website are designed to be simple, fast, and helpful, reflecting Decathlon’s mission:

👉 “To make the pleasure and benefits of sport accessible to everyone.”

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DIGITAL MARKETING OF DECATHLON

1.      Omnichannel Integration

·         Seamlessly connect platforms: website, app, physical stores and social media.

·         Ensure consistent customer journey across all channels.

2.      SEO & Content Marketing

·         Optimize product pages and blogs for search engines.

·         Provide valuable content such as buying guides, sports tips, training articles.

·         Increase organic traffic and strengthen brand reputation.

3.      Engaging Social Media Campaigns Actively engage on Facebook, Instagram, TikTok, YouTube.

·         Leverage influencers and user-generated content to drive engagement (UGC).

·         Drive engagement through challenges, mini-games, and new product launch campaigns.

4.      Email & App Notifications

·         Send personalized emails: promotions, cart reminders, newsletters.

·         Use push notifications from your app to notify about promotions and inventory.

5.      Paid Advertising (PPC & Social Ads)

·         Run Google Ads, Facebook Ads with specific target audiences.

·         Focus on best-selling products, seasonal promotions, and new arrivals.

·         Use retargeting to re-engage users who have not completed a purchase.

6.      Personalization & Artificial Intelligence (AI)

·         Suggest products based on browsing behavior, purchase history.

·         Customize homepage and email content for each individual.

7.      Customer Reviews & UGC

·         Encourage customers to review products and share their experiences.

·         Leverage real reviews in your marketing campaigns and increase consumer trust.

8.      Affiliate & Influencer Marketing

·         Collaborate with KOLs, athletes, celebrities in the sports and fitness industry.

·         Expand your reach through blogs, forums and online communities.

9.      Localized Marketing

·         Adapt your message and products to each market (such as Vietnam, France, India).

·         Promote popular local sports such as badminton, football, trekking, etc.

10.  Optimize Based on Data Analysis

·         Use tools such as Google Analytics, Facebook Pixel to analyze user behavior.

·         Measure campaign effectiveness and adjust strategies based on real data.

LOGISTICS CỦA DECATHLON TRONG E-COMMERCE

1.      Integrated supply chain model

Decathlon is more than just a retailer – they design, develop, manufacture, distribute and retail their own products under their own brands such as Quechua, Kipsta, Domyos,...

Advangtages:

·         Proactively provide the entire chain → reduce intermediate costs.

·         Strictly control product quality from the first step.

·         Shorten design time for standard users.

2.      Modern distribution center and warehouse

Characteristic:

·         Warehouses are divided by region: concentrated in large industrial zones, near transportation routes.

·         Warehouse Management System :Real-time inventory management, Maximum priority goods in stock, Automate orders by customer location

·         One warehouse – multiple channels: simultaneous processing for e-commerce (online) and stores (offline)

3.      Diverse and flexible delivery model

Forms:

·         Door-to-door delivery (Door-to-door delivery): E-commerce orders are processed directly from the central warehouse

·         Click & Collect: Order online, pick up at your nearest store – reducing delivery costs & waiting time

·         Ship from store: Some orders are processed from the nearest store if in stock → speed up delivery

In Viet Nam:

·         Collaborate with content partners such as Fast Delivery (GHN), J&T, Ninja Van

·         Delivery time from selected area 1–3 days

4.      Stability-oriented logistics

Decathlon is working to develop environmentally friendly logistics, including:

·         Using electric delivery vehicles in major cities (in Europe)

·         Optimal priority packaging, reduced plastic packaging.

·         Cooperate with “green” suppliers, ISO 14001 standard.

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✅ Strategic Direction of Decathlon

1. Product Localization

Decathlon aims to design and manufacture products tailored to local markets, taking into account factors like climate, popular sports, and cultural habits.

For example, it develops specific product lines for Asian, European, and African consumers.

2. Vertical Integration

The company designs, manufactures, and sells its own products through its exclusive retail stores and online platforms.

This strategy helps Decathlon reduce costs, maintain quality control, and offer competitive pricing.

3. Digital Transformation

Decathlon is investing heavily in e-commerce and technology to enhance the customer experience.

It uses tools like AI, Big Data, and RFID to manage inventory and optimize logistics.

4. Sustainable Development

The company is committed to reducing CO₂ emissions, using recycled materials, and creating products that can be repaired, reused, or recycled.

Decathlon wants to be recognized as a responsible and eco-friendly sports brand.

5. Global Expansion

Decathlon continues to grow in emerging markets like Southeast Asia, India, China, and parts of Africa.

The strategy includes both physical store openings and online retail expansion.

⚠️ Challenges Faced by Decathlon

1. Intense Competition

Decathlon competes with global giants like Nike, Adidas, and Puma, especially in terms of brand perception, innovation, and marketing.

It also faces rising competition from local sports brands in international markets.

2. Pressure from E-commerce Giants

Major e-commerce platforms like Amazon, Shopee, and Lazada are strong competitors, particularly in delivery speed and logistics efficiency.

3. Adapting to Local Consumer Behavior

Each market has unique sports preferences and buying behaviors, requiring extensive market research and product adaptation.

4. High Operating Costs

Decathlon’s business model of owning the full supply chain and physical stores involves significant operational costs—including logistics, warehousing, and staffing.

5. Sustainability Demands

Meeting sustainability goals at a global, large-scale level is complex and costly.

Consumers increasingly demand transparency and ethical production, which puts pressure on Decathlon to disclose its supply chain practices and maintain high standards.