Decathlon opened its fifth experience store, Decathlon Orchard, at The Centrepoint today (12 Sept).
WE ARE OPEN AT DECATHLON ORCHARD! Tag us in your shots for a chance to be featured! 💙#DecathlonSG #DecathlonOrchard #HumansofDecathlon #OneBlueTeam
Consistent with other Decathlon experience stores, the new outlet heavily features cutting-edge technology to create an immersive shopping experience.
Though judging by Singaporeans’ lukewarm reception to Apple’s floating dome, I’d say we’ve grown to be rather unfazed by fancy facades.
Replaces Metro as Anchor Tenant
Nonetheless, Decathlon offers quality products at affordable prices. Sports enthusiasts flock to the storefronts for bargains like $2.50 running shoes.
(No, I’m kidding. There’s no $2.50 running shoes. Maybe $1.30 running shoes instead)
But the store has something even more fascinating: a VR experience, and the technology isn’t just for buzz. Shoppers can make use of gadgets like VR headsets to evaluate how the tents perform in different environments and weather conditions.
The sprawling outlet spans six units on two storeys, forming a one-stop destination for all our athletic needs.
It replaces Metro as The Centrepoint’s anchor tenant. This makes Decathlon the first sports retailer to take on the role in a mall owned by Fraser Property Retail.
Mr Foo Chai Hong, Fraser Property Retail’s head of central leasing, views it as an appropriate step forward to elevate retail experience.
“Decathlon’s entry at The Centrepoint fits our vision to create immersive retail experiences for our shoppers’ evolving preferences. We believe the shopping experience must become more interactive, creative and personalised.”
Well, want to have a VR look at the store? Here’s a video for that VR experience:
OUR NEW DECATHLON ORCHARD STORE IS READY FOR YOU FROM 10AM-10PM! ⚡️Bringing to you a modern and innovative new look complete with our first ever Virtual Reality (VR) googles, 3D foot guide 👣, and innovation wall. If you're a fan of our test zones, you'll be in for a treat with our basketball arcade 🏀, climb wall, and bicycle track 🚴♀️Sprint towards our brand new Decathlon Orchard store to try out our amazing features yourself! 🏃♂️ We are located at The Centrepoint (#01-14/15/16/17, #02-07, #02-11)! #DecathlonSG #DecathlonOrchard #HumansofDecathlon #FrasersPropertyRetail #TheCentrepoint
Posted by Decathlon Singapore on Friday, 11 September 2020
Decathlon Doing Well in Sales
Decathlon first penetrated the Singapore market through an online store presence in 2013. Three years later, they established their first physical store at Viva Business Park in Chai Chee.
The franchise further expanded with five additional experience stores and seven click-and-collect stores over the years.
Amid a 9% decline in Singapore’s overall retail numbers, the French sports retail giant observed a 38% growth in revenue. In July, Decathlon’s online sales increased by a whopping 300%.
In particular, bikes have risen through the ranks and became a bestselling item. It’s the result of cycling’s surging popularity during Circuit Breaker in April and May.
In fact, the recreational activity has recently gained so much traction that bike rental services were prompted to set up more shops.
Traditional Business Struggle Without Online Presence
Unfortunately, the public’s rising interest in sports is having difficulties being reflected in local business sales.
“If you are Decathlon and you have an online channel, you may pick up someone online but a lot of those shops in Queensway that don’t have an online channel miss out,” said Mr James Walton, sports business group leader for Deloitte South-east Asia.
In spite of intense competition, some owners of local sports shops remain optimistic of business prospect.
64-year-old Mr Sabeer Mohamad of Sah Sports Centre, who has decided against shifting his business online, is one of them.
“I like to meet customers face to face. So far, I’m quite happy (with things) and would like to continue.”
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