Decathlon Connect – the theatre of retail

Unless we tell stories about ourselves, which is all that theatre  is, we’re in deep trouble. Alan Rickman Each year, the global innovation awards winners through our international network, Ebeltoft, provide fascinating insights into the world of retailer ingenuity, adaptation and innovation. One of the innovation finalists, Decathlon, is a great example of enabling interaction with its customers, through its new Connect concept. The French based sports fashion and equipment brand has op

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