BARI INDIA

APRIL 2019

STORE SURVEY
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SUMMARY

I. METHODOLOGY V. VISIT EFFICIENCY

PART 1 Preparation of the visit and order.
II. MAIN CONCLUSIONS PART 2 Commercial efficiency.
PART 3 Focus per profile.
III. COMPETITION AND STORE TRAFFIC PART 4 Reasons for non-purchase.
PART 1 Decathlon’s visibility
PART 2 Recommendation. VI. SHOPPER’S PROFILE
PART 3 Visit frequency. PART 1 Socio-demographic profile.
PART 4 Competitors. PART 2 Sports profile.
PART 5 Comparison with the competition. PART 3 Transport and environment.

IV. STORE SATISFACTION

PART 1 Overall satisfaction.
PART 2 Satisfaction by criteria.
I. METHODOLOGY
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METHODOLOGY
Sample : 15 697 customers over the age of 18 have to be interviewed when getting out of 68 Decathlon stores in India.

Target : Customers, buyers or not, that visited the store the day of the interview :
- Customers were interviewed indifferently at the exit of the store, whether they made a purchase or not.
- They are selected at random on the basis of one customer out of three.

@ Data collection : The answers were collected in face to face by the store teams.

Survey period : The interviews have been conducted in April 2019 every day of the week including week-ends.
- The period of the interviews should be a "normal" one with stocked shelves to get representative results of the store.
- The survey is conducted every year at the same period in order to get comparable results.

Questionnaire : The questionnaire was composed of around 15 questions focusing on the customers’ profile, their visit and purchase
behavior and their satisfaction regarding the store.
- The mean duration of a questionnaire is 5 minutes.
- Investigators had to follow the exact wording of questions in order not to influence the answers.
- The significant differences are mentioned in the report by the pictograms below, to distinguish the differences:

  the difference is highly significant (+ 95%) compared to last year

II. MAIN CONCLUSIONS
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MAIN CONCLUSIONS 1/2

Profile of our Indian customers

# In terms of profile, that of our Indian customers has changed little since 2018:
- The average age remains around 30 years old.
- They are mostly men in more than 7 out of 10 respondents.
- The proportion of regular athletes increases, it is 65% against 58% in 2018.
- The share of licensees in clubs decreases slightly, but a few more athletes are found on Instagram (10% vs. 7% in 2018).
- The car and motorbike are the main means of locomotion, and 52% of our customers taking less than 20 minutes to come into our stores.
- Almost 1 of 2 customers are confident that we are taking action for sustainable development.

# In 6 out of 10 cases our stores were known by positive word of mouth; the NPS of our stores is 78 in India, which means that 8 customers out of 10 are
promoters of our sign.

Competition is jostled by pure-players, local or global

# Flipkart and Amazon seem to take up more space than Nike and Adidas at our shared customers.

# In particular, Amazon leaps from 29% of shared customers with us to 44%.

# Overall, Decathlon remain very good in terms of price competition, product offerings and the competence of our teams; in all cases we are considered
better than other brands by 8 out of 10 customers.
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MAIN CONCLUSIONS 2/2

Customers loyalty

# The part of customers who are exclusive to Decathlon remains stable at 13%.

# However, the part of those who come to our stores more than 5 times a year decreases from 47% in 2018 to 38%.

# This is a strong challenge to stabilize a high frequency of visits to our customers in India.

Store satisfaction

# Overall satisfaction has remained stable for a year, with more than 7 out of 10 customers who are very satisfied with our stores.

# On the other hand, the perception by our customers of the quality of our products has increased, it is rated at 9 out of 10. The ease of finding our
products is less well noted, with our prices appearing for the criterion the least satisfactory for our customers.

Commercial efficiency

# The part of buyers in our stores is growing slightly.

# The gained sales concern 47% of our customers against 45% in 2015.

# In contrast, partially lost sales increase to 21%. The unavailability of products impacts 10% of customers coming into the store.
III. COMPETITION AND STORE
TRAFFIC
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DECATHLON’S VISIBILITY
HOW DID YOU HEAR ABOUT DECATHLON?

61% Recommendation
Friends/Family 60%
59% 61% (+1 pt vs 2018)
35%
By passing near a DECATHLON store 37% Visibility on the
39%
street
7%
Online Advertising / Banners online 39% (-4 pts vs 2018)

6% Online & social

Google 8% media
4%
21% ( same as 2018)
5%
Facebook/Instagram/Youtube 8%
8% Paper
4% communication
Billboards / hoardings on the street 6% 2% (-2pts vs 2018)
5%
3%
DECATHLON.in 5%
3%
2%
Newspaper / Flyers 4%
6%

INDIA INDIA INDIA

2019 2018 2017
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RECOMMENDATION
WOULD YOU RECOMMEND THIS DECATHLON STORE TO A FRIEND OR ACQUAINTANCE?

2% 2%
17% 16%

Detractors (1 to 6)

Passives (7 to 8)

Promoters (9 to 10)2

81% 82%

MAX = 100% MIN = 18%

2019 2018
AMRITSAR RAIPUR
NPS 78 80
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COMPETITORS
IN WHICH OTHER STORES OR WEBSITES DO YOU REGULARLY BUY SPORTS ITEMS, APART FROM THIS ONE?

44%  8%
AMAZON 29% WILDCRAFT 9%
31% 10%
30%  3%
FLIPKART 21% NORTH FACE
27% 0%
24%  2%
NIKE 33% COLUMBIA
35% 0%
20%  2%
ADIDAS 28% SPORTZONE 3%
33% 2%
16% 3%
PUMA 16% OTHER 5%
21% 6%
13%  13%
REEBOK 16% None 13%
22% 0%

INDIA INDIA INDIA

2019 2018 2017
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VISIT FREQUENCY
ON AVERAGE, HOW MANY TIMES A YEAR DO YOU COME TO THIS DECATHLON STORE?

16%
First time 17%
23%

46% 
2 - 5 times 36%
39%

38% 
More than 5 times 47%
38%

INDIA INDIA INDIA

2019 2018 2017
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SATISFACTION DU PROCESS
COMPARED TO OTHER SPORT STORE, HOW WOULD YOU RATE DECATHLON STORE ON THE BELOW CRITERIA :

Better The same Worse

77% 20% 3%
PRICES
79% 19% 3%

76% 21% 2%
RANGE OF PRODUCTS
78% 20% 2%

83% 15% 2%
COMPETENCE OF THE
SPORT LEADER
83% 16% 1%
IV. STORE SATISFACTION
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OVERALL SATISFACTION
IN GENERAL, WHICH SCORE FROM 1 TO 10 WOULD YOU GIVE TO ... THIS STORE WHERE WE ARE RIGHT NOW ?

Very satisfied (9 to 10) Satisfied (7 to 8) Unsatisfied (1 to 6) MEAN SCORE /10

2019 72% 25% 3% 8,9

2018 72% 25% 3% 9,0

2017 70% 27% 3% 8,9

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SATISFACTION BY CRITERIA
IN GENERAL, WHICH SCORE FROM 1 TO 10 WOULD YOU GIVE TO … MEAN SCORE /10
INDIA INDIA
Gap
Very satisfied (9 to 10) Satisfied (7 to 8) Unsatisfied (1 to 6) 2019 2018

Quality of products 73% 24% 3% 9,0 +0,1 8,9

Advices from sport leaders 73% 21% 5% 8,9 = 8,9

Choice of products 68% 27% 5% 8,8 = 8,8

Ease with which products can be located and found 68% 26% 6% 8,8 -0,2 9,0

Prices 61% 31% 8% 8,6 = 8,6

V. VISIT EFFICIENCY
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PREPARATION OF THE VISIT AND ORDER

DID YOU VISIT THE DECATHLON WEBSITE BEFORE COMING TO THE STORE?

35%
Yes 35% INDIA INDIA INDIA
2019 2018 2017
37%

65%
No 65%
63%
HAVE YOU PLACED AN ORDER ON DECATHLON.IN (WEBSITE FOR CLICK &
COLLECT OR HOME DELIVERY)?

25% 
56% of our customers know
that they could purchase through Yes 20%
our online portal Decathlon.in
16%

75% 
No 80%
84%
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COMMERCIAL EFFICIENCY
DID YOU PURCHASE ANYTHING TODAY FROM THIS DECATHLON STORE? / DID YOU MAKE ANY UNPLANNED PURCHASES TODAY
IN THIS STORE? IS THERE A PARTICULAR PRODUCT YOU WERE LOOKING FOR BUT DID NOT BUY IN THIS STORE TODAY?

100 % of the respondents

Base = 15 697

Buyers
Non Buyers
79% (vs 78% in 2018)
21% (vs 22% in 2018)

Confirmed sales Failures to

Gained Sales Partly lost sales
 59 %  47 %  21 % purchase
Simple visit
16 %
Planned and 5%
Unplanned Purchases planned No planned or
achived purchases Purchases planned
purchases but non achieved achieved purchases
(vs 61 % in 2018) but non achieved
(vs 45 % in 2018) (vs 17 % in 2018) (vs 17 % en 2018)
(vs 4 % in 2018)

Total lost sales

 26 % (vs 21% in 2018)
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FOCUS PER PROFILE

THE IMBALANCES BETWEEN PROFILES OBSERVED LAST YEAR ARE BEING CORRECTED OR ALREADY CORRECTED

GLOBAL Very sporty Less sporty No sporty Female Male Others

Weak basis with

only 32
respondents

% BUYERS 79% 80% 79% 77% 79% 80% 50%

Planned and achieved purchases:

59% 59% 58% 60% 59% 58% 12%
CONFIRMED sales

Unplanned purchases: GAINED sales 47% 47% 47% 46% 47% 47% 19%

Achieved purchases + Purchases

planned but not achieved: LOST 21% 21% 21% 17% 20% 22% 38%
sales

Failure to purchase 5% 5% 5% 4% 5% 4% 19%

No planned purchase: simple visit 16% 15% 16% 19% 16% 16% 31%

Basis 15697 10229 4305 1163 11249 4416 32

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REASONS FOR NON-PURCHASES

WHY DID YOU NOT BUY THIS PRODUCT?
42% 
Product wasn't available (Out of Stock) 39%
57%
23%
Couldn't find the sport / model / size i was
looking for 26%
33%
13% 
Prices are high 16%
13%
6%
Sport Leader availability & competency 5%
5%
3%
No advice from sport leader

2%
Cash counter issues 2%
2%
11%
Others

INDIA INDIA INDIA

2019 2018 2017
VI. SHOPPER’S PROFILE
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SOCIO-DEMOGRAPHIC PROFILE
HOW OLD ARE YOU? GENDER

33% 
Less than 25 37% 72% 71% 68%
25%

41%  28% 29% 32%

25-34 years old 37%
0%
43%
Men Women Others
19%
35-44 years old 19%
24% ARE YOU A PART OF ANY SPORT COMMUNITY ?

5%
45-54 years old 6%
50% 51%
6%
 
Average age : 17% 17% 17% 16% 18% 22%
2% 30 years old, same as 2018 10% 7%
55 years old and more
On Facebook On Instagram On Whatsapp Offline (Sports I'm not a part of
Club) any Sport
Community
INDIA INDIA INDIA
2019 2018 2017
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SPORTS PROFILE
HOW OFTEN DO YOU PRACTICE SPORT? WHICH IS YOUR FAVORITE SPORT?
Cricket 15%
33%  Badminton 14%
More or less every day Football 9%
28% Running / Jogging 7%
Cycling 6%
Basketball 6%
32%  Walking 6%
1 or 2 times a week Swimming 6%
30% Fitness Cardio, Gym Pilates, Gymnastics 5%
Yoga 4%
Cross Training & Body Building 3%
16%  Hiking, Trekking & Camping 3%
2 or 3 times a month Other Team Sports (Rugby, Baseball,… 3%
18% Tennis, Table Tennis, Squash 3%
Skating & Scooters 2%
Boxing & Martial Arts 1%
12% Golf 1%
Less often Target Sports (Archery, Carrom, Darts,…) 1%
13% Hockey 1%
Fishing 1%
Triathlon 0%
7%  Surfing, Diving, Kayaking, Stand Up Paddle 0%
I don’t do any sport 0%
Ski And Snowboard
11% Others 1%
None 3%
INDIA INDIA INDIA
2019 2018 2017
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TRANSPORT AND ENVIRONMENT

WHICH MEANS OF TRANSPORT DO YOU USE MOST OFTEN ON AVERAGE, HOW LONG DOES IT TAKE YOU TO GET TO
TO GET TO THIS STORE? THIS DECATHLON STORE?

Car 46%
34%
25% 21%
18%
2%
Motorbike 32%
Under 10 From 10 to 20 From 21 to 30 Over 30 Don’t know
minutes minutes minutes minutes

Bicycle 6%
DO YOU THINK DECATHLON IS UNDERTAKING PRACTICAL
MEASURES WITH REGARD TO SUSTAINABLE DEVELOPMENT?
Bus 6%

Metro 5% 46%
23% 19%
8% 3%
Other: Specify 4%
Yes, definitely Yes, somewhat No, not really No, not at all Don’t know
INDIA
2019
 RENIER Thibault

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