Maria Jose Guerrero
Decathlon’s mission is to make sport accessible to all. In the quest to achieve this aim, the company faces one of the greatest challenges in the retail sector: the need to always offer the right price. This becomes even more challenging when managing own-brand and third-party brands, and competing over multiple channels. Decathlon needed a solution capable of handling a massive catalogue and a fragmented market.
The solution? A strategic partnership with Minderest and its competitor price monitoring solution designed to optimize price management in highly complex markets.
A vast catalogue and a fragmented sports retail market
With more than 37,000 active references and active in 72 countries, Decathlon coexists with competitors that range from global marketplaces to specialized sports stores. This diversity demands a robust tool that can:
- Monitor over 70 competitors daily.
- Analyze prices, availability and shipping costs automatically.
- Segment data by sport, product category or family.
With the ability to analyze multiple variables, Decathlon can fine-tune its positioning in each channel in a strategic and differentiated way.
Intelligent matching and daily price analytics with Minderest
One of the trickiest challenges was to identify comparable products, even if they don’t share an SKU code. Here Minderest’s intelligent matching comes into play, combining automated technology with manual revision to achieve highly accurate results.
This functionality enables Decathlon to:
- Compare prices of their own-label brands with other similar brands.
- Obtain a real and updated competitor positioning map.
- React more quickly to competitors’ actions.
Daily analysis segmented by category or sport offers valuable insights to strategically adjust prices, whilst remaining aligned with overall strategic objectives.
Automation and personalization: keys to an effective pricing strategy
The level of personalization was a pivotal factor in the collaboration. Decathlon’s team has access to:
- Personalized data exports adapted for their internal systems.
- Automated alerts, configurable by critical price variations.
- Ongoing technical support and training from Minderest’s team.
This functionality has allowed Decathlon to automate complex processes, reducing the operative load and facilitating more agile and data-based decision-making.
Key results from Decathlon’s price monitoring strategy
Since onboarding Minderest, Decathlon has:
- Saved time in data collection and analysis.
- Accessed key competitor information that was previously inaccessible.
- Improved its ability to react to changes in the market
“Using Minderest has allowed us to streamline price analysis processes and save time. It is also a great support for tactical decision-making to achieve strategic objectives.”
eCommerce Manager, Decathlon Spain
Interested in introducing a price monitoring strategy like Decathlon?
Download the full Decathlon Case Study and discover how an intelligent price monitoring strategy can transform the competitiveness of your business.
Find out how Minderest can take your business to the next level.
Contact our pricing experts to see the platform in action.
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