Hello! Today, I'd like to discuss a recent case study that has drawn attention from the retail industry: Decathlon Sports Bangladesh's store closure on August 1st. This decision has prompted discussions about the poor relationship between supply chain dynamics and retail strategies. Let's take a closer look at the situation and explore some possible solutions that could make a big difference. So, here are 3 potential issues and big ideas from the case study. Article Link: https://www.linkedin.com/pulse/store-closure-decathlon-sports-bangladesh-case-study-mobin

1. P R E P A R E D B Y
MD. AHSANUL MOBIN
CERTIFIED SUPPLY CHAIN ANALYST
EXPLORING SUPPLY CHAIN
& RETAILING ISSUES OF

2. QUECHUA ARPENAZ 10L BACKPACK
REAL
FAKE
LOCAL BAG SHOP
PRICING: 450-700 BDT PRICING: 100-150 BDT
ISSUE
1

3. THE BIG IDEA
THE BIG IDEA
THE BIG IDEA
THE BIG IDEA
THE BIG IDEA
SECURING PRODUCT AUTHENTICITY:
SECURING PRODUCT AUTHENTICITY:
BLOCKCHAIN-BASED TRACEABILITY
BLOCKCHAIN-BASED TRACEABILITY
IN DECATHLON'S SUPPLY CHAIN
IN DECATHLON'S SUPPLY CHAIN

4. Products with embedded
Smart Tags
Consumer-friendly app
for checking the
products' authorization
Blockchain database and
Decathlon tokenization
D E C A T H L O N A P P
S M A R T T A G S
B L O C K C H A I N
N E T W O R K
Decathlon
Blockchain
Platform

5. Help check that stocks' traceability in the second-hand market, as
authentications by consumers can prove a product's origin and
timeline where it was supposed to be or not.
Engage consumers with exclusive offers such as a new collection
sneak peek.
Start a lead generation process by interacting with potential clients.
Encourage future in-store or online shopping through related product
suggestions.
Invite consumers to enroll in loyalty programs.
Drive traffic and followers to official social media pages and profiles.
Provide useful information on the product, such as terms and
conditions, additional services available, and so on.
Draw traffic to the owned online retail store by offering benefits or
rewards.
Inform consumers about special promotions, campaigns, initiatives,
and contests by using temporary calls to action
Perks of
Smart Tags

6. Block Chain
Network
Products'
Origin Data
provided by
Decathlon
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Serve
Serve
Finished products are tagged with a
unique digital identity that can be
authenticated with a smartphone.
Scanning a unique digital identity
connects consumers to a trusted
platform that verifies the authenticity
and unlocks exclusive added services
selected by us.
Tagging products create a new digital
touchpoint for transparency data,
authentication, and customer services
hosted on a blockchain ledger.
Visible calls-to-action engage consumers
to connect with products before and
after-sales.

7. Must-Have Features
Android and iOS compatible
Online shopping
Authenticity checks
Inventory management
Records owner usage stats
Loyalty programs
Additional offers and discounts
Social media updates
Brand new product updates
Comparison products
Locate Decathlon shop
This Decathlon Sports Bangladesh App will be a user-friendly channel of their product showcasing. It will be
compatible with Android and iOS platform.
Decathlon App
AUTHENTIC
ADD TO CART
MEN'S RUN 100 M
RUNNING SHOE GREY

8. ?
DECATHLON SPORTS BANGLADESH FB PAGE
CURRENTLY,
THE OFFICIAL
FACEBOOK PAGE OF
DECATHLON SPORTS
BANGLADESH ONLY
FEATURES
TWO
PRODUCTS
FOR SALE,
WHICH LIMITS THE
POTENTIAL FOR
CUSTOMER
ENGAGEMENT AND
CONVERSION.
ISSUE
2
NO ONE TO CHAT
IMMIDIATELY!!

9. THE BIG IDEA
THE BIG IDEA
THE BIG IDEA
THE BIG IDEA
THE BIG IDEA
OPTIMIZING THE OMNI-CHANNEL
OPTIMIZING THE OMNI-CHANNEL
STRATEGY:
STRATEGY: ENHANCING PRODUCT
ENHANCING PRODUCT
AVAILABILITY ON SOCIAL MEDIA
AVAILABILITY ON SOCIAL MEDIA

10. 41% conversion rate from Facebook ad to chatbot membership
Acquired 1/3 of yearly members in 5 weeks
10% made purchase on opening day, avg $91 per chatbot user
875% return on Facebook ad spend
6% of in-store sales from chatbot click-and-collect
According to HubSpot, Decathlon used a Facebook Messenger Chatbot
and Online Shop to promote the opening of their new store in Canada.
And here are the insights:
Download HubSpot Report:
https://cdn2.hubspot.net/hubfs/4562841/eBook/Heyda
y_CSS_Decathlon.pdf

11. NOTIFYING USERS OF NEW OFFERS,
BEST SELLERS AND LAST VISITED
PRODUCTS THROUGH MICRO-
SEGMENTATION
OPTIMIZING THE CHECK-OUT PROCESS
AND INCREASING AVERAGE CART
VALUE
BRINGING BACK USERS WHEN THEIR
PRODUCT OF CHOICE IS BACK IN
STOCK
Decathlon's
Business in
Poland
Download Insider Report:
https://useinsider.com/case-studies/decathlon

12. DARAZ: THE LAND OF FAKE QUECHUA BAGS
ISSUE
3
DECATHLON SPORTS
BANGLADESH ANNOUNCED
THAT THEY ARE NOW
PARTNERING WITH DARAZ
TO SELL THEIR PRODUCTS.
THIS IS A BIT OF A
CONUNDRUM FOR
DECATHLON CUSTOMERS.
DO THEY TRUST DARAZ TO
SELL THEM REAL QUECHUA
BAGS? OR DO THEY GO
ELSEWHERE, WHERE THEY
MIGHT HAVE TO PAY A BIT
MORE?

13. THE BIG IDEA
THE BIG IDEA
THE BIG IDEA
THE BIG IDEA
THE BIG IDEA
HOW TO SPOT FAKE
HOW TO SPOT FAKE
DECATHLON PRODUCTS ON
DECATHLON PRODUCTS ON
DARAZ:
DARAZ: A BUYER'S GUIDE
A BUYER'S GUIDE

14. THINK, MARK, THINK!
YOU'RE PARTNERING WITH
DARAZ, AND THEY'RE SELLING
FAKE QUECHUA BAGS!
BUT I... I THOUGHT
THEY WERE
TRUSTWORTHY...
TRUSTWORTHY?
THEY'RE SELLING FAKE
BAGS, MARK! WHAT
COULD BE LESS
TRUSTWORTHY THAN
THAT?

15. DECATHLON SPORTS BANGLADESH'S STORE CLOSURE IS A REMINDER OF
THE IMPORTANCE OF PROPER SUPPLY CHAIN MANAGEMENT AS THE
COMPANY FAILED TO FOCUS ON ITS SUPPLY CHAIN ISSUES THAT ARE AT
RISK OF LOSING CUSTOMERS AND REVENUE!