Decathlon Enhances CX with an AI Chatbot for Digital & In-Store Support

Rishad Al Islam

•3 min read
a man standing in front of a display in a store

Client Overview

Decathlon is one of the world’s largest sporting goods retailers, operating over 1,700 stores in 60+ countries with a strong online presence. It offers tens of thousands of SKUs across fitness categories.

Challenges

Customer support teams struggled to keep up with digital requests and product availability queries.

  • Growing support ticket volume from online shoppers
  • Lack of real-time store-level inventory visibility
  • Delays in FAQ responses impacting customer satisfaction

Solution

Decathlon rolled out an AI chatbot for e-commerce and store support, integrated into web and mobile channels.

  • Guided users through product discovery based on needs
  • Offered real-time store availability and click-and-collect options
  • Provided multilingual support across key markets

Business Impact

The chatbot helped unify the digital and in-store experience.

  • Boosted customer satisfaction scores by +17%
  • Reduced live agent inquiries by 40%
  • Improved click-through rate on product pages by 23%

Client Testimonials

“Our AI chatbot is now the first touchpoint for most customers and it’s doing the job beautifully.” - Anaïs Laurent, E-commerce Director, Decathlon France

“We don’t just answer questions. We guide, convert, and assist all through one AI-powered flow.” - Marc Pujol, Head of CX