Decathlon x Reelevant: When Data Creates Real Value

A Long-Term Collaboration Built on Innovation and Performance

For several years, Decathlon France and Reelevant have worked hand in hand to elevate the customer experience, leveraging real-time hyper-personalization of communications. The goal is simple: respond to customer needs based on their context, behavior, location—and even the weather.

This partnership is rooted in an agile approach led by Decathlon’s CRM France team and powered by Reelevant’s capabilities. And the results speak for themselves.

An Agile, Customer-Centric Organization

At the heart of this collaboration lies a CRM structure organized into squads (customer lifecycle, loyalty, national & local campaigns, 360 coordination), enabling Decathlon to engage customers based on the sports they practice, their skill level, purchasing frequency, and preferences.

With their tech stack (Easyence, Salesforce) and seamless integration of Reelevant, every email is enriched at the moment of opening, not at send time—allowing for truly real-time updates.

Smooth Integration, Autonomous Teams

Thanks to Reelevant’s integration into Salesforce, CRM teams can easily insert dynamic blocks via drag & drop. The tech is invisible to the end user—but the results are crystal clear.

Campaigns follow a test & learn approach with short cycles (max 15 days). Successful use cases are scaled, while others are dropped—an agile process driven by Romain and his 17-person CRM team.

A wide range of data powers these campaigns: purchase history, web browsing, Coach app usage, loyalty status, and more.

A Scalable Strategy with Global Reach

All tests run in France can then be deployed across the 64 countries where Decathlon operates. Thanks to centralized tools and local execution, personalization reaches every customer—wherever they are—with full local context in mind.

Standout Use Case: Weather-Reactive Campaigns

Among the many innovative initiatives, one stands out: weather-reactive campaigns.

The goal? Trigger personalized communications based on the customer’s local weather, recommending the right products at the right time. Here’s how it works:

• At the moment of opening, the customer’s local weather is analyzed in real time
  
  
• A personalized content block displays products tailored to current conditions: rain, cold, sun, snow, or typical seasonal weather
  
  
• A fallback version is triggered automatically when data is missing (e.g., displaying bestsellers)
  
  

This approach was A/B tested on 20% of Decathlon’s CRM base, comparing generic “neutral” emails to weather-contextualized ones. The results proved the value of hyper-personalization:

• Up to +40% click-through rate on personalized weather campaigns
  
  
• A significant boost in perceived content relevance from customers
  
  

The collaboration between Reelevant and Decathlon is a powerful example of how hyper-personalization can reshape customer relationships. Backed by a data-driven vision, integrated tech, and an agile organization, Decathlon delivers unique, contextualized experiences to every customer—based on their sport, skill level, behavior, and even the weather.

It’s a clear demonstration that hyper-personalization is not only scalable—it’s a business driver.