Sporting goods retailer Decathlon has opened a landmark 5000sqm retail space at Kallang’s Stadium Boulevard, its largest store in Singapore.
Designated the Decathlon Singapore Lab, the outlet includes a running area with four different surface types – including a gravel hiking path – for in-store shoe testing. Robotic inventory monitoring and a conveyor belt that immediately transports products once ordered online, allowing two-hour pickups from a customer’s preferred store, are also key features. An Active Health Lab hosted in the store provides free health assessments for customers in partnership with Sport Singapore.
“A lab is a disruptive and innovative place where we test new solutions”, said Decathlon Singapore CEO Yves Claude in explanation of the store’s name. “We have to give new reasons for customers to come back to our store”, he said.
“Retail used to be monotonous. Now because our customers are moving to more digital means of shopping, our jobs will also have to evolve”, said Decathlon Singapore Lab store leader Nathaniel Gregory. “In the last three years, my job was very brick-and-mortar style. Tomorrow I need to learn about SEO and digital marketing”.