Decathlon's Visio Store is one of the boldest moves in retail today — a fully immersive virtual shopping experience that brings the showroom to the customer, not the other way around.
When the product is complex, a page isn't enough
Decathlon sells some of the world's most technical sports equipment — mountain bikes, high-end fitness gear, golf clubs. Products where customers have real questions, real hesitations, and real need for expert guidance before spending €500, €1,000, or more.
For years, that guidance lived exclusively in-store. But as more customers shifted to shopping online, something was lost in translation: the human expertise that made Decathlon, Decathlon.
The Idea
Bring the showroom to the customer
Rather than trying to replicate the in-store experience through better product photography or longer descriptions, Decathlon thought differently. What if a live advisor — in a dedicated showroom stocked with over 700 products — could guide any customer, anywhere, through a real video consultation?
That's Visio Store. A free, appointment-based service where customers connect face-to-face with a product specialist via video call. No travel required. No compromise on expertise.
"The future of shopping isn't just faster checkout. It's human connection, delivered at scale through video."
Ludovic Haultcoeur, Commercial Director, Decathlon
How It Works
Simple for the customer. Powerful for the brand.
A customer books a 15–30 minute slot, shares their needs in advance, and joins via a simple video link. On the other end, a Decathlon advisor uses specialist cameras to demonstrate products live — showing real details, answering real questions, and guiding the customer toward the right choice across cycling, fitness, mountain sports, and golf.
The experience is entirely free, with no obligation to buy. Yet that's precisely what makes it so effective — customers arrive curious and leave confident.
45%
Conversion Rate
100
Net Promoter Score
€2,300
Avg. Order Value
What This Means
A glimpse into the future of retail
Visio Store isn't a gimmick or a pilot. It's a scalable model that proves something important: when you give customers access to genuine expertise, they respond. They buy. They come back. They tell others.
At Bambuser, this is exactly the shift we believe in. E-commerce is not a catalogue — it's a conversation. And Decathlon just showed the world what that looks like at its very best.
The Forecast — Episode 07
Hear the full story behind Visio Store
Bambuser's Valentine Fort sits down with Ludovic Haultcoeur, Commercial Director at Decathlon, to unpack the strategy, the execution, and what's next for virtual shopping.
🔗 Visit episode page
🎵 Listen on Apple Podcasts and Spotify
▶️ Watch on YouTube
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