Faire bouger le sport, le réinventer, le rendre plus performant, plus juste et plus inclusif, c’est cela l’innovation chez Décathlon. L’enseigne met tout en œuvre au quotidien pour améliorer l’expérience des sportifs passionnés.
L’innovation est au cœur de la conception de leur produit et le challenge de proposer aux clients de nouvelles solutions est permanent.
Présent dans 70 pays avec près de 1700 magasins dans le monde entier, l’enseigne connait une forte croissance, des résultats en hausse. Elle est fortement appréciée des consommateurs.
En effet, au classement des entreprises préférées des Français, Decathlon conserve la première place pour la troisième année consécutive. Ce baromètre est réalisé par Eight Advisory et l’Ifop et permet de classer chaque année les 50 entreprises françaises préférées des Français.
L’enseigne d’articles de sport est aimée à la fois pour son rapport qualité-prix mais aussi pour la durabilité et l’innovation de ses produits.
Co création, produits éco-design…faisons un focus sur l’innovation chez Décathlon. Découvrez également les innovations phares de l’enseigne pour l’année 2023.
Décathlon innove pour les sportifs et avec eux
Les sportifs sont au centre des préoccupations de la marque, c’est pour cela que tout commence par l’écoute, l’observation et l’interrogation de ces derniers.
L’avis des clients est en effet primordial dans le développement des produits afin de répondre au mieux à leur attentes et besoins.
Les avis clients, déposés sur leur site internet, alimentent les équipes au quotidien. Ils sont pris en compte et peuvent entrainer la modification voire la suppression d’un produit en fonction des remontées.
De plus, dans le but de rendre chaque expérience toujours meilleure, la marque n’hésite pas à faire appel à la co-création.
Au cœur du marketing participatif, Eric Vernette, professeur à la Toulouse School of Management, définit la co-création comme «l’implication volontaire du consommateur ou du client dans une étape du processus de création de valeur, conjointement avec l’entreprise».
Prenons l’exemple du porteur évolutif 2 en 1, une draisienne qui accompagne les enfants de 1 à 3 ans dans leur développement psychomoteur.
Pour développer ce produit, les équipes de Décathlon ont travaillé main dans la main avec une psychomotricienne. Leur volonté était de prendre le temps d’observer des enfants gérer librement leur motricité avec ce produit ; une étape qui fut centrale dans la conception du produit. Suite à cette phase, les équipes ont pu ajuster le produit afin que ce dernier soit respectueux du développement et de la morphologie de l’enfant comme le témoigne Pauline, cheffe de produit chez Décathlon.
L’enseigne pratique également la co-création avec des sportifs de haut niveau. C’est le cas par exemple avec Gael Monfils, actuellement 21ème joueur mondial et 1er Français au classement ATP World Tour, qui apporte son regard et son expérience de sportif de haut niveau aux équipes d’Artengo.
Ce tennisman, qui a choisi début 2022 la marque de Décathlon dédiée aux sports de raquette comme nouvel équipementier pour les 5 prochaines années, travaille notamment sur un nouveau design pour la raquette TR 960 Control 18×20.
« Avec Gaël, on souhaite une collaboration à 100% avec l’équipe et notamment autour du futur look de nos produits. » comme le témoigne Cyril Perrin, directeur de la marque Artengo.
L’innovation pour rendre le sport plus durable
L’innovation c’est aussi et avant tout penser à demain. L’enseigne d’articles sportifs prend en compte l’impact de chaque produit dans l’intégralité de son cycle de vie, dans le but de le réduire. Pour cela, elle a développé des produits aux matériaux plus durables, recyclés ou encore des articles réparables. Ce sont aujourd’hui plus de de 500 produits qui sont « ecodesign ».
Parmi ces derniers, on retrouve notamment la tente 2 second Easy. Celle-ci a été développée avec des tissus sans teinture ou teintés à la source du fil.
Il y a également la roue AB Wheel, conçue pour travailler ses abdominaux, qui est un produit dit « éco design ». En effet, 45% du poids total de ce produit est en matière recyclée.
Les tops innovations 2023
Chaque année, l’enseigne organise un grand évènement nommé « Reveal Innovation », dans le but de présenter ses innovations les plus marquantes pour l’année à venir.
Cet évènement est également l’occasion de mettre en lumière le travail des 850 ingénieurs et 300 designers qui développent de nouveaux produits.
Lors de cette cérémonie, qui a eu lieu le 20 Octobre 2022 dernier au B’Twin Village à Lille, les nouveautés les plus marquantes ont été récompensées. Ce sont au total 16 produits qui ont été présentés ; ces derniers sont répartis dans 4 catégories : design innovation, techno innovation, eco design innovation et usage innovation.
Dans la catégorie « Design Innovation », c’est ici le design qui est mis en avant. La rencontre la plus optimale entre esthétique et usage sportif est récompensée : les produits au design audacieux doivent avant tout répondre à un véritable usage. Le grand gagnant de cette catégorie est la tente gonflable Aireseconds skyview, une tente dotée d’une bulle permettant d’admirer le ciel et les étoiles.
Pour la catégorie « Techno Innovation », les innovations les plus audacieuses en terme d’utilisation de matériaux, de composants spécifiques, de systèmes adaptés et novateurs obtiennent une récompense. Le produit à la tête de cette catégorie pour cette année est le vélo Long Distance 920E Connected, doté d’un moteur à boite automatique.
La catégorie «Ecodesign Innovation» récompense quant à elle les produits dont la durée de vie est prolongée. Ils invitent à adopter un mode de vie plus responsable et ont un impact environnemental réduit de plus de 20%.
Agir sur l’impact environnemental, des enjeux qui sont au cœur de la stratégie de Décathlon. L’ambition de l’enseigne d’ici 2026 est que 100% des produits commercialisés soient « éco design », avec des matériaux moins impactant et des processus de fabrication moins énergivores. C’est pour cette raison que l’enseigne consacre désormais une catégorie à ce type de produit lors des Reveal Innovation.
Le produit récompensé lors de cette édition est le Gel Pod, un gel énergétique dont la membrane est comestible.
Enfin, la 4ème catégorie « Usage Innovation » est dédiée aux produits qui permettent de faciliter les usages, de moderniser les habitudes et de permettre un changement dans la façon de faire des sportifs. Ces articles sont ainsi plus adaptés et procurent plus de sensations aux sportifs.
La récompense revient à la Jacket Ultralight Second, une veste capable de se transformer en une ceinture confortable.
Décathlon est reconnu depuis quelques années comme une des enseignes les plus innovantes, parmi les grandes entreprises françaises. Jusqu’à où iront-ils en termes d’innovation ? Quels produits phares lanceront-ils les prochaines années, pour le plus grand bonheur des sportifs ?
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