Decathlon opens Data Lab to develop digital services, sports data projects

Decathlon Singapore opens its Data Lab. (PHOTO: Decathlon)
Decathlon Singapore opens its Data Lab. (PHOTO: Decathlon)

SINGAPORE — Sporting goods retailer Decathlon has on Thursday (7 July) unveiled Data Lab, a 700 sq m innovation hub built to develop not only new digital services for its brand, but also data projects with partners such as Sport Singapore, research agencies and schools.

Housed at the former Long Beach seafood restaurant in Kallang, the hub will provide a collaborative working environment for Decathlon’s data experts, software developers and designers, network and security team and innovation teams, as well as industry partners and students.

The data lab also allows Decathlon to partner SportSG to harness and analyse data to improve various sports programmes, and thus developing facilities to serve the local sport and fitness ecosystem.

"We live in a world which is more and more open, and you don't collaborate, if you don't share, you're going to grow at a much slower base," said Decathlon Singapore chief executive officer Stephan Veyret.

"If we share the right information, the right data, we're going to be more and more relevant. And when you are more and more relevant, the benefits go not only to the customers, but also to the users of the sporting ecosystem."

Developed and tested retail innovations

Since the opening of the Decathlon Singapore Lab in Kallang in 2019, it has developed and tested a number of retail innovations, such as the inventory robot, self-checkout kiosks with cashless payments, as well as a conveyor system that enables the store's two-hour islandwide e-commerce fulfilment activities.

Decathlon Singapore also developed and launched a localised mobile app in 2020, which helped the company adapt quickly to the shifts in consumer needs and purchasing patterns amid the COVID-19 pandemic.

The Decathlon Data Lab was conceptualised and built in three months, together with workplace design firm Conexus Studio. It contains an incubator area which allows opportunities to run on-ground trials and collaborations with technology students.

Projects and ideas initiated at the Data Lab will be tested in the adjacent Decathlon Singapore Lab store, and subsequently introduced to other Decathlon stores in Singapore and beyond.

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