Since 15 December, Senegalese sports enthusiasts are treated to a groundbreaking development introducing them to the world of Decathlon. A 70m² store opened in a container alongside a sports field right in the heart of Dakar.
The 9,000 football players using the pitches in Dakar’s Sacré Coeur district every week are in for a surprise! Since 15 December, they are able to explore a 70m² Decathlon store – housed in a container – entirely dedicated to team sports.
“The idea is to get as close to our users as possible so we can devise a Senegal-specific model for Decathlon”
In a country as sports mad as Senegal, but where there is often only a limited range of expensive products available, Decathlon’s arrival is, understandably, eagerly awaited. “The idea is to get as close to our users as possible so we can devise a Senegal-specific model for Decathlon,” explains Pape Faye, who is spearheading this project. “We’ll be testing out our prices as well as our range and various other elements.”
For the three Senegalese employees hired locally, this trial will also double as a training opportunity. “What I’m hoping to do is to bring out the entrepreneurial side of each employee, making them both pioneers and designers of this new store,” emphasises Pape.
An innovative, omnichannel format
This store is also a chance for Decathlon to trial an omnichannel model, with instore order collections and other new solutions such as electronic payments by phone. The idea is that these and similar experiences will pave the way for the country’s first bona fide Decathlon store, which is scheduled to open in May 2017.
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