Decathlon outfits the athlete, be it novice or pro. The company designs, manufactures, and sells athletic apparel and equipment for over 80 sports in 57 countries and regions. Its lineup includes roughly 20 private label brands covering everything from combat sports to skateboarding. The company’s mission is to make sports, their benefits, and importance for wellbeing, accessible to as many people as possible. Kazakhstan has become the starting point in the company’s expansion to Central Asia. At the moment the company has one physical shop and an online store in Kazakhstan with delivery service across the entire country.

All sport lovers are passionate about their sports and deeply knowledgeable about related goods and equipment. Many prefer to “test” sporting equipment before making a purchase which makes it an especially difficult category to sell online. Decathlon knows how sophisticated their customers can be, and that many of them are quite meticulous. So it’s very important to the brand to be sure that customers will get a perfect and expert product consultation even online.

To remove the border separating the online and offline worlds, Decathlon launched eyezon live streaming for a variety of sporting apparel, goods, and equipment. The brand also developed & trained their own unique team of 4 streamers who were processing on average 20 streams a day. All the streamers were working from one (and the only) store in Kazakhstan, which delivers sporting goods equipment across the country. Ready to win the selling game, each streamer is a product expert in a specific sport or activity. Stream requests were evaluated and handled by the most knowledgeable streamer who was then able to provide recommendations (often based on their own experience) and simulate using the equipment for the customer at home. Sales staff also tested the sporting materials so customers could see the product in action and helped them choose the best product based on their individual goals and sporting abilities. As the service was rolling out, new experiences were introduced to customers including the new eyezon co-op feature. Customers were invited to share their experience with their friends (and teammates) who were also able to join the stream for a shared shopping experience.

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Customers were blown away by the high quality streams and product demonstrations by the deeply knowledgeable Decathlon sales staff. The stream-to-cart conversion rate was an impressive 6.12% and resulted in a higher average order value. Additionally, 90% of customers were satisfied with the quality of their shopping experience.