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.

🔹 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.”

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.

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.