How Decathlon Belgium Increased CVR by 2.5X With Personalized Product Discovery

Higher CVR*
AOV Uplift*
Higher ARPU*

Decathlon Belgium was determined to create an innovative and fun eCommerce experience that would help shoppers discover the most relevant products amid its massive 80,000-SKU inventory. The Belgian banner is an online marketplace that belongs to the global outdoors and athleticwear brand Decathlon, which has expanded to more than 1,500 stores and 60 countries since 1976, with an online presence to match. The brand’s mission is to “sustainably make the pleasure and benefits of sport accessible to the many,” and part of that is the customer experience it provides both in-store and online, across all banners worldwide.

*Results are based on shoppers who use Syte solutions (i.e. customers who clicked on a result provided by Syte) as compared to the average number of non-Syte shoppers on the website.

Find out how Syte’s Product Discovery Platform can transform your customer experience.


Delivering a Delightful, Connected Customer Journey

Decathlon Belgium set out to reduce the friction in product discovery on its website caused by an extensive product catalogue. With so many options to choose from, including a wide variety of both sporting equipment and active apparel, shoppers struggled to sift through tens of thousands of products to find their ideal items.

The leading athletic gear brand quickly understood it needed a cutting-edge solution that would: 

  • Provide visual, intuitive, and simple paths for product discovery
  • Make personalized, relevant, and context-sensitive product recommendations 
  • Allow for flexibility and continuous optimization to ensure the best possible customer experience while meeting business goals 
  • Position Decathlon as an innovation leader in its space

Decathlon Belgium Partners With Syte to Provide Innovative and Personalized Product Discovery Experiences

Decathlon Belgium opted to introduce visual AI-powered product discovery solutions, implementing Syte’s Visual Discovery and Hyper-Personalization suites to help shoppers navigate through its inventory. The Visual Discovery Suite includes Camera Search, the Discovery Button, and product recommendation carousels that can be customized and optimized using smart merchandising rules. Decathlon layered Syte’s hyper-personalization technology over a gallery of inspirational photos within the Camera Search module. Instead of suggesting a static set of images to upload to the visual search tool, the Inspiration Gallery dynamically updated the images displayed based on a customer’s current session activity, presenting them with only the most relevant options.

By implementing these solutions on-site, Decathlon Belgium not only drove significant uplifts in sales and spending but also saw a 330% increase in engagement and 250% increase in click-through rate on the Inspiration Gallery resulting from the hyper-personalization layer. Additionally, the Discovery Button and Shop Similar recommendation carousel – both of which help shoppers easily find similar items to the products that catch their eye – resulted in 28.7% and 46.5% higher average order value (AOV) respectively.

“We set a goal to create an innovative customer experience online that would simplify product discovery and make shopping intuitive and fun. Syte’s visual discovery and personalization solutions helped us do exactly that, and the results have been phenomenal.”