Decathlon brought the in-store experience online with Simplr and increased conversion rates

With over 2000 stores in 56 countries, Decathlon is the largest sporting goods retailer in the world. The titan retailer carries over 100,000 SKUs of multiple brands, including its own white labeled products. The company puts its customers at the center of its business model by offering a wide range of niche products at affordable prices with a high-quality customer service experience that’s difficult to match.

“Ensuring our customers are getting the best customer experience on the market is important to us. It’s what sets us apart from competitors in-person and we’re doing that online too. It can be difficult to please everyone but we measure ourselves on how well we can take care of our customers.”

Holly Gordon, E-Commerce Manager

Decathlon partnered with Simplr to bolster its eCommerce website with the same high-quality support that customers experience in its stores.  With Simplr’s help, Decathlon scaled live chat throughout its website, granting customers access to an agent for product inquiries, order status updates, returns and exchange information, and more. By delivering high-quality customer service and giving product recommendations to their visitors, Simplr’s agents converted conversations into purchases.

“For every dollar spent with Simplr, Decathlon received $5 in sales with a customer.” 

Holly Gordon, E-Commerce Manager

The challenge:

In 2020, Decathlon needed to bolster its support team for the upcoming holiday season. To avoid the arduous process of hiring and training seasonal employees, the major retailer looked for an alternative option that could match their level of customer service, didn’t require a lot of handholding, and could be onboarded in time for the holiday surge.

The solution: 

Decathlon added Simplr onto its bench because it matched the retailer’s customer-first ethos and it could scale its Support team on demand. 

 “Simplr was really easy to work with right from the start. Our Success Manager was always able to help and answer any questions I had from the beginning of our relationship.”

Holly Gordon, E-Commerce Manager

With Simplr onboarded, Decathlon started offloading email tickets onto Simplr. 

  • Decathlon’s email response times went from a 7 hour average to 9 minutes.  
  • Simplr agents processed order status updates, handled shipping inquiries, exchanges, and returns, and answered basic product questions. 
  • Simplr worked closely with Decathlon to collect feedback and implemented adjustments as needed.

Simplr’s Personal Connection Prompts allows agents to insert personalization and empathy in the first exchange. 

High-quality customer interactions meant agents were empathetic and personalized every response to the customer’s needs. Simplr agents often provided product recommendations to Decathlon customers, which led to upsells from those interactions. Decathlon noticed the trend and decided to expand its use of Simplr from email to also include Live Chat channels.

Simplr’s ability to quickly scale support teams allowed Decathlon open live chat on every product page on its website. This was especially helpful when customers had questions during the buying process. Without the need to open a new window, customers could talk to a Simplr Specialist on a product page within 30 seconds of engagement. Simplr’s smart-routing capabilities allowed agents to deliver high-quality responses that engaged customers thoughtfully, tailored to their needs, and recommend products that matched their requirements.

The company saw upticks in conversion rates when customers engaged with a support agent. This led Decathlon to actively engage with visitors through live chat and brought the in-store experience online. 

“I noticed customers were converting a couple days after they had interacted with one of our agents. We were getting about $5 back for every dollar spent on Simplr!”

Holly Gordon, E-Commerce Manager

With improving the customer experience in mind, Decathlon streamlined its support processes by eliminating specific support departments. Customers that reach out to Decathlon on live chat no longer need to select a department they want to talk to. 

“We’re always thinking about how we can reduce customer friction on our website. A customer doesn’t need to talk to specific departments when they need help in stores. Why should that be any different when they’re shopping online?”

Holly Gordon, E-Commerce Manager

The results:

Decathlon, the behemoth sporting goods retailer with over 100,000 SKUs, takes its online shopping experience to new levels with Simplr. By making sure its support team is fully staffed with high-quality agents, its Customer Experience and eCommerce team could focus on improving the buyer’s experience and journey. As a result, Decathlon saw:

  • Avg CSAT score of 4.6/5
  • Avg CES score of 6.2/7
  • Simplr agents converted 33% more on email and live chats
  • $5 back for every $1 spent on Simplr

When it comes to covering bases for Support teams, Simplr’s high-quality services knock the competition out of the park.  

Learn more about Decathlon.

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