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„The importance of speed & flexibility
in UI development” 



Jakub Gierszynski, E-commerce Director / Decathlon Poland

Warszawa 2016
Decathlon international in numbers
Decathlon is a network of innovative retail chain and brand providing
enjoyment for all sports people.
Founded 40 years ago.


With innovative concept ! „All sports under one roof”
Key figures 2016:
✓ 70.000 employees
✓ 1100 retail stores
✓ 32 countrys
✓ 22 passion brands
+ 9 bln euro turnover in 2015
Decathlon = product creation + development + production + supply management
+ logistic + retail + e-commerce
Decathlon in Poland
45 retail stores (from 2001)
decathlon.pl (from 2012)
1 warehouse
3 000 employees
Sport market lider
14,5 % market share
Omnichannel by Decathlon
Consistent fulfilment of customer needs by Decathlon across all channels.
Our co-operation with Frosmo
What we do ?
1/ Personalization
2/ Recomendation
3/ Geo-localization
4/ Bug covering
5/ Mobile version
6/ Web hacking
1/ Personalization: home page
1/ Personalization: home page
Home page
recommendations
based on users
behaviour
Recently viewed
2/ Recommendation: 404 mostly
Mostly viewed products
in last 7 days
2/ Recommendation: Basket slider on 1 order step
Adding product straight
to the basket with
possibility of choosing
colour and size
3/ Home page: banner geolocalization
Showing 4 th banner on
slider or small banner
depends on the need
4/ Bug covering
4/ Bug covering
4/ Bug covering
5/ Mobile version: layout modification
Very simple
framework - easy to
change by
Decathlon.pl team
<a class="frosmoImage" href="http://www.decathlon.pl/
C-895036-piekna-strona-sportu?opeco=opeco:smartphone2-
opeco-lato&type=opeco">
<img src="http://www.decathlon.pl/content/image/mobilna/
mobilna%20-%20banery%20744x306/
AJ559_bannery_okladka_OPECO_744x306.jpg" />
<div class="frosmoBar">
Oferta z najnowszej gazetki
</div>
</a>
Modifications on
mobile site are
intended to improve
customer experience
5/ Mobile version: navigation
Adding new elements
to the mobile site
5/ Mobile version: adding new elements
5/ Mobile version: adding new elements
Adding new elements
to the mobile site
6/ Web hacking: football news
Engaging users by
showing scores of
Euro 2016 on the
home page
6/ Web hacking: snow on home page
Adding new elements
to the mobile site
Bringing snowing overlay within 1 hour.
6/ Web hacking: Pay Pal method discount
Thanks to Frosmo modification we
were able to create the discount on
payment mean that was not existing.
6/ Web hacking: delivery time information
Bringing back
delivery
information
6/ Web hacking: delivery time information
Bringing back
delivery
information
Few numbers gained thanks to
✓ 9 times higher CTR for home page modifications compare to original
content
✓12,6 times higher CTR for Frosmo modifications compare to original
content in general
✓1,6 times higher Conversion Rate for users exposed to Frosmo
modifications
✓25% users have used Frosmo modifications before making conversion
✓+17.6% increase of average number of products in the basket within
one transaction
Thank You !

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FROSMO compliments Decathlon’s internal IT team to provide 9x higher CTR - Jakub Gierszynski, Decathlon at FrosmoX16

  • 1. „The importance of speed & flexibility in UI development” 
 
 Jakub Gierszynski, E-commerce Director / Decathlon Poland
 Warszawa 2016
  • 2. Decathlon international in numbers Decathlon is a network of innovative retail chain and brand providing enjoyment for all sports people. Founded 40 years ago. 
 With innovative concept ! „All sports under one roof” Key figures 2016: ✓ 70.000 employees ✓ 1100 retail stores ✓ 32 countrys ✓ 22 passion brands + 9 bln euro turnover in 2015 Decathlon = product creation + development + production + supply management + logistic + retail + e-commerce
  • 3. Decathlon in Poland 45 retail stores (from 2001) decathlon.pl (from 2012) 1 warehouse 3 000 employees Sport market lider 14,5 % market share
  • 4. Omnichannel by Decathlon Consistent fulfilment of customer needs by Decathlon across all channels.
  • 5.
  • 6. Our co-operation with Frosmo What we do ? 1/ Personalization 2/ Recomendation 3/ Geo-localization 4/ Bug covering 5/ Mobile version 6/ Web hacking
  • 8. 1/ Personalization: home page Home page recommendations based on users behaviour Recently viewed
  • 9. 2/ Recommendation: 404 mostly Mostly viewed products in last 7 days
  • 10. 2/ Recommendation: Basket slider on 1 order step Adding product straight to the basket with possibility of choosing colour and size
  • 11. 3/ Home page: banner geolocalization Showing 4 th banner on slider or small banner depends on the need
  • 15. 5/ Mobile version: layout modification Very simple framework - easy to change by Decathlon.pl team <a class="frosmoImage" href="http://www.decathlon.pl/ C-895036-piekna-strona-sportu?opeco=opeco:smartphone2- opeco-lato&type=opeco"> <img src="http://www.decathlon.pl/content/image/mobilna/ mobilna%20-%20banery%20744x306/ AJ559_bannery_okladka_OPECO_744x306.jpg" /> <div class="frosmoBar"> Oferta z najnowszej gazetki </div> </a>
  • 16. Modifications on mobile site are intended to improve customer experience 5/ Mobile version: navigation
  • 17. Adding new elements to the mobile site 5/ Mobile version: adding new elements
  • 18. 5/ Mobile version: adding new elements Adding new elements to the mobile site
  • 19. 6/ Web hacking: football news Engaging users by showing scores of Euro 2016 on the home page
  • 20. 6/ Web hacking: snow on home page Adding new elements to the mobile site Bringing snowing overlay within 1 hour.
  • 21. 6/ Web hacking: Pay Pal method discount Thanks to Frosmo modification we were able to create the discount on payment mean that was not existing.
  • 22. 6/ Web hacking: delivery time information Bringing back delivery information
  • 23. 6/ Web hacking: delivery time information Bringing back delivery information
  • 24. Few numbers gained thanks to ✓ 9 times higher CTR for home page modifications compare to original content ✓12,6 times higher CTR for Frosmo modifications compare to original content in general ✓1,6 times higher Conversion Rate for users exposed to Frosmo modifications ✓25% users have used Frosmo modifications before making conversion ✓+17.6% increase of average number of products in the basket within one transaction