About Decathlon

From its roots in Lille, France, to a global sporting goods giant with over 1,600 stores across 69 countries, Decathlon has been on a mission since 1976 to make sports accessible to all. This B2C retail leader has distinguished itself through a commitment to innovation, quality, and affordability, catering to sports enthusiasts worldwide.

How we hit the mark

  • Enhanced issue resolution
  • Real-time feedback collection and analysis
  • Customizable, dynamic dashboards
"SurveySparrow has been pivotal in reshaping our customer feedback process. Its dynamic and intuitive platform has not only streamlined our feedback collection but has also empowered us to make impactful changes that resonate with our customers."

Nisha Moily

Customer Insights Project Lead at Decathlon Sports India


Decathlon sought to elevate its customer experience by gathering authentic, real-time feedback across its various touchpoints, both physical stores and digital platforms. With a focus on understanding and addressing customer needs comprehensively, the company aimed to ensure satisfaction and loyalty. Achieving this goal required a robust experience management system capable of efficiently capturing and analyzing customer insights efficiently.


Decathlon faced challenges in collecting and synthesizing feedback from diverse channels, hindering its ability to respond proactively. Disjointed feedback mechanisms and the lack of real-time collection impacted the company’s ability to make immediate improvements, affecting overall customer satisfaction.


SurveySparrow emerged as the solution due to its dynamic, user-friendly interface and comprehensive feedback management capabilities. Leveraging SurveySparrow’s conversational surveys, Decathlon engaged customers effectively.

After integrating SurveySparrow’s mobile SDK with Decathlon’s official app and website, the feedback process became streamlined. Real-time feedback collection, customizable dashboards, and executive reporting tools enabled Decathlon to swiftly identify areas of improvement and take prompt action.


Response Management

Increased response rates

Reminder gaps & manual overload

Real-time interaction with customers

Response rate

Improved customer satisfaction and loyalty

Implementing SurveySparrow brought about a significant transformation in Decathlon’s approach to customer experience. The real-time insights gained through SurveySparrow allowed Decathlon to address customer issues promptly, improving product offerings and service quality.

The feedback collection efficiency increased dramatically, with response rates jumping from 10% to 45%, reflecting a higher level of customer engagement. The streamlined feedback collection process, combined with actionable insights, contributed to improved customer satisfaction and loyalty.


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