An Overview and way forward
20th July 2020
Sports Retail Market- India
Market Size (in USD billion)
• Currently a ~4 billion USD market (~Rs.30k
crore) growing at 12% CAGR
• Highly organized segment in Sportswear
(45%) and is brand-led
• Large number of verticals across FK
including LS, BGM and Electronics
Market Players- FK group
Decathlon India- Success Story
Excite
Quality
Lead with Need
Affordability
Experience
Calendar
MISSION STATEMENT
"Decathlon's main mission is to make sports accessible to as many people
as we can. We would like to help, inspire and guide you through your
sports experiences. We believe that being active and discovering new
sports every day is an important part of a healthy lifestyle. Let's do some
sports together, as together is always more fun!"
Experience
Engage
Flipkart as the Sports Destination
Market Leader
• Dominance in selection with preferred partner
status with all brands
• Very strong in marketing assets, monetization
spends and celeb support
• Very strong SMU and exclusivity play
Lead with Need
Growing Industry
Calendar
• Large customer base with inherent Cross sell
opportunities
• Strong momentum in the Sports and Active
story in the country
Customer Experience
• Experience- Split By Categories
• Identity - not identified as the largest sports
Excite
retailer
• Targeting - Sports Base treated similar to other
cohorts
Experience
Competition
Engage
• DecathlonVery strong messaging of being a Sports
Retail destination
• Amazon has made intentions clear on targeting brands
• GO Sport- Expansion plan in India
• Cult.Fit- Sports/fitness culture, celebrities
The Why?
The Principles
Excite
Full Assortment
01
04
Our Strategy
Lead with Need
02
Calendar
03
We aim to encourage the Sports
and Active Living movement in the
country by providing an
unmatched selection at great
value with an unprecedented
online shopping experience
Educate
05
Engage
06
Customer Landscape
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Men’s Active Sports User base
Men’s Active Potential Sports User base
Women’s Active Potential & Current Sports User base
~4.5 Mn Men’s Footwear
Metro/T1, Young, Branded, 700+ ASP users
~5 Mn Men’s Footwear
Mid level Branded to Unbranded, 500-700 ASP users
~0.4 Mn WF: Metro/T1, Young, Branded, 700+ ASP
~0.5 Mn WF: Mid level Brand- Unbranded, 500-700 ASP
Evolved e-commerce customer
Metro/ T1 customer
Sports enthusiast
Strong brand/ price affinities
Shops in 1 or more categories
Buys different footwear/ clothing for different
sports
High engagement
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Sports Enthusiasts
E-commerce customer
T2+ customer
Casual sporty
Finds value for money
Buys 1-2 footwear/clothing for all sports
Medium- low engagement
Beginners
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E-commerce women customer
Across tiers
Finds value for money
Buys 1-2 footwear/clothing for all sports
High engagement
Sports Enthusiasts
Customer landscape
Men’s Active Deal Seeker & Potential Trendy Clothing Sports Buyer
~3 Mn Men’s Clothing Meto, T1, T3 - Mid level brand &
Unbranded - 0-300 asp
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E-commerce customer
Metro & T3 customer
Price conscious
Shops in 1 or more categories that have value
High engagement towards discounts
Price researches other platforms
Beginners
Men’s Active Sports Clothing Branded Base
~3.2 Mn Men’s Clothing
Branded - 700+ ASP users
-2.8 Mn Men’s Clothing T1,T2 - 300-500 asp
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E-commerce customer
T1 & T2
Trendy Selection Seeker
Price Conscious
Seasonal Buyer
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Evolved E-commerce customer
Metro customer
Medium engagement
Feature Comparison
Brand Conscious
Factory Brand Price Seeker
Sports Enthusiasts
Targeting
Sports Enthusiasts (SE)
Men’s Active Sports User base
Beginners (B)
Women’s Active Potential & Current Sports User base
Men’s Active Potential Sports User base
Selection: Variety & Depth
User Profile: Intermediate/ Advanced, Foot type, Fit/ Shape
Surface Type/ Court, Features/ Technology/ USP
Iconics, Fan merchandise, Brand x celeb associations
Selection: Variety & Deals
Value Packs: Beginner’s kit, Most popular curated list
Fan merchandise, Brand x celeb associations
Trends/ Lookbooks
Brand Deals & Offers
Calendar: Loyalty, Previews & Benefits
Brand Days: launches, Deals
Milestones/ Celebrations: Record breaker wins, Fan Birthdates
Sports of the Month
Fk Campaign & Events
Calendar: Acquire, Introduction & Awareness,
Welcome offer
Sports events, Fk Campaign & Events
ACTION PLAN
1.
2.
3.
4.
5.
Targeted
destination store
Catalog V2, Expert reviews (SE)
Your Size (SE)
RPDs/ Buying Guides (SE & B)
Product Finder
LHS Interventions
Iconic store
Brand Stores
Fan Merchandise
Community
(SE & B)
(SE)
(SE)
Engagement & Loyalty (SE)
Engagement & Acquisition (B)
1.1 Targeted Destination Store
Entry & Navigation
Sports Enthusiasts
All Sports destination
Navigation
Sport Type >
Type >
Category >
All
Iconics >
Category >
Runnin
g
User level
Fan Club >
Brands >
Community >
Sport of the Month
Brands You <3
Games & Challenges >
Newly Launched
Deals
Iconics >
Training
Fan Club >
Cricket
Football
Brands >
Community >
1.1 Targeted Destination Store
Entry & Navigation
Beginners
All Sports destination
Navigation
Men >
Men >
Women >
Kids >
Brands >
Community >
Women >
All
Footwear
Kids >
Sub Category
Footwear >
Clothing >
Accessories >
Product price
Brand Deals
Equipment & Gear >
Top Offers
Sports Type
Clothing
Gear
Accessories
Fan Club >
Iconics >
1.2 Targeted Destination Store
Content Types
Sports Enthusiasts
Beginners
Recommendations
Shopping kits/ Value packs
Type of Surface
User profile
Experts choice
Complete Shopping guide
6 Running Shoes
High Arch
(Achillies Tendonitis)
For beginners/ Intermediates
10 Best
Marathon Shoes
6 Key Items You Need
To Become A Pro Runner
1.2 Targeted Destination Store
Content Types
Sports Enthusiasts
Beginners
Celeb Associations X Brands
LookBook & Trends
Category level (BU x Vertical)
Category level (BU x Vertical)
Trending in Your Area
Sport Type X Vertical
Top Offers
2. Iconic & Brands Stores
Sports Enthusiasts
Brand Stores
Brands >
Spotlight
Puma
Iconics >
Nik
e
New releases
Bestsellers
Collections
Must Have’ s
Key Brand Collections
Fan Club >
Adidas
Under
Armour
Iconic Stores
Yonex
Monthly Multi Brands
Collections
Launches:
Intrigue, Notify me
Brand/Collection
Launch Videos
Top Movers/ Feature
Collections
Cl, Fw, Acc, Gear
Deals
Videos
Sponsorships &
Associations
Seasonal Collections
Flash Hour Offers
Store Launch & Structure
One Sports Category Navigation
HP Entry: Icon/ All categories
One Sports Store Launch
Packaging Video
All Sports One Destination
Video to comprise of: Motivational Factors, Local
Relevance, Aspirational Celebrities, Relevance On
Sport Type + Categories
Reference Video
3. Selection Discovery
Sports Enthusiasts
Product Finder
User level: Beginner, Intermediate, Advanced...
User profile: Type of foot, Condition...
Features & Technology: Material, Sole type,
Flexibility...
Affinities: Price, Brand...
Ratings/ Quality
New LHS Filters
New Type + Technology + Width + Surface + Features
Run Type
Width
Features
Technol
ogy
4. Decision Making
Sports Enthusiasts- Premium Selection
Product Catalog
Product Details
Usability of Products
Catalog Videos, RPDs
Video Reviews
Your Size
Lifestyle shots, Feature & Functionality focus, Detail focus, Athletic Poses
Hi XYZ,
Based on Flipkart True Size certification, we
recommend you to buy Size 9
4. Decision Making
Beginners- basic value but functional products
How To Buy/ Buying Guides
On Platform- Marketing
1. Permanent Nav Icon On Homepage
2. One Sports Identity - Logo + Brand Name
3. HP plan for Sports affinity base
Integration with Games
- Brand Sponsorships
- Quiz/Trivia around Sports/ Sports Brands
1. SuperCoins usage to tap
in FK loyal customer
2. SuperCoins exclusive
TDs, Price point stores
1. Dedicated Central Whitelist Theme for One Sports
2. CRM - Dedicated weekly PN and email to affinity base
Sports Club- Build on Loyalty
Cross BU Loyalty property
(360 Internal Push)
Referral program
for Sports members
How one becomes
a member?
Unlock Special offers
Only for members
Influencer/Sports
expert tie ups
Daily Constructs
to drive repeat
1. Weekly Challenges- daily TD/reward/accumulate
coins
How to keep the
customer engaged?
1. Free passes for upcoming sports events through
engagement
1. Challenges like- Try a yoga aasan/ do this workout/
pose a running photo
1. Fills in their Sports Interest
2. Share the One Sports page
1. Influencers Post & activations - Flipstream
Off Platform- Marketing
Brand Marketing
Content Marketing
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Sustenance Programmes with the right set
of identified Influencers for one sports
PR
FK is a one stop
destination for all
sporting needs.
New brands/ product solve/ Authentic products
on FK with brand partners
Drive awareness for the FK Sports
Build traffic to the sports store
Paid & Organic media for amplification
Perf marketing
1.
2.
SEO
Indexing sports and
related keywords
RT - Targeting across BU’s, Lookalikes of customers
bought sports products
SEM - Text ads on search keywords related to sports
and other products
Brand Marketing
-
Calling out the entire selection X Value FK has with sports across Shoes, Apparel,
equipments etc. beyond the nuances of BU’s
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Amplify the new engagement & constructs eg. FK Sports club, Celeb styles, top brands
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Brands calling out FK on their social promotion
For giving the consumers a richer experience we will need a separate handle for
Lifestyle through which disproportionate share can be given to One sports.
Content Marketing
Mohit Sehgal - 1.1 Mn Followers
-
Vitrag Mehta - 47.3K Followers
Association with Influencers for integrating cross BU products for projecting a 360 view of FK for sporting (eg. Integrating
Badminton rackets with Badminton shoes)
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Sustenance campaign for 3-4 months by providing influencers cross BU products for creating content for One sports
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Pivots like Sports club, top brands & Celebrities can be amplified with the One sports property
Performance Marketing - RT
Greater synergies to be
derived by showcasing
cross BU products.
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Cross promotion and higher indexing of Cross BU products for showing the entire range.
eg. Badminton rackets to customers searching for Badminton shoes
Performance Marketing - SEM
“Sports” Query on SEM:
- Decathlon
- Adidas
- M&S
-
“Badminton” Query on SEM:
- Decathlon
“Running” Query on SEM:
- Adidas
- Asics
For creating the entity of One Sports we will need to over index SEM to drive traffic for which will need additional spends in perf marketing
SEO & PR
Cross BU page will help in SEO generic indexing and drive organic
traffic. (Badminton is the 3rd Highest searched keyword in sports)
Integrated PR amplifying the authenticity of FK as
a platform for selling branded products
The Landscape
Need States
A new perspective
A reinforced conviction
A new normal
73% will stay as active post Covid
Building Immunity is the new mantra
Staying active linked with Mental Wellness
62% new Covid runners will continue
36% are more active than pre Covid
Large growth in Supplements
WFH can exacerbate sedentary lifestyle
Home Fitness is exploding. Yoga leads
Staying Active = Staying Healthy
Your Fitness Partner
Why go to a store?
Booming
What’s
Working
Campaign
Proposition
- Sep starts the season of Marathons
- Aug end Covid expected to peak
- National Sports Day 29th Aug
47% increase in runners YoY
Oct onwards
Suspended
Sports Calendar: Aug-Nov’20
Next Steps & Timelines
Task
Timeline
BGM & LS Alignment
Cross BU Store Wireframe V.1.
July 24th
Store Ready to Launch
Store Launch
August 20th
Name & Logo
July 20th
Social Plan- Aug week 4 & Sept
July 30th
Whitelist
July 25th
CRM-weekly
Aug week 4 onwards
Product Capabilities Ask List
July 22nd
Product Capabilities Go Live
TBD
Fashion Sports Store Wireframe
July 18th
Fashion Sports Store Ready to Launch
August 3rd
Sports Club Plan
July 25th
Fashion Page Visibility plan of Sports Store
Brand Connect
July 30th
App Visibility Plan
July 27th