In the retail industry, Decathlon is undoubtedly one of the forerunners in applying artificial intelligence. What can AI do for retail? The sports chain provides insight into five very concrete initiatives.
The raw material: data
No artificial intelligence without data. Ever since 2020, Decathlon has been sharply focusing on collecting data as a strategic lever. The retailer gets that data not only from shoppers’ purchases in its stores and webshop, but also from its many services such as Decathlon Travel or Decathlon Coach (the personal trainer app). To French trade magazine LSA, Didier Mamma, vice president data insight, reveals how the retailer is getting started with AI.
1. Dynamic pricing
For instance, Decathlon uses an AI tool to measure price elasticity, competitiveness and price perception and to automate A/B testing.
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