How DECATHLON Italy reduced its CPC by 49% with Google LIA campaigns

DECATHLON is a leading company in the sports market, combining two activities: designing technical products, providing innovative services and offering them online and in shops.

With more than 140 sales outlets in Italy and more than 1,700 internationally, DECATHLON and its 105,000 team members have been working since 1976 with a constant ambition: to innovate for sport as a whole and take it to places where it is not yet.

Implementation of an effective web-to-store strategy to reduce acquisition costs

Challenges and goals before Lengow

DECATHLON Italy has been working with Lengow since 2013.

In the beginning, the client was working with an agency, with many excel files but the distribution of catalogues, on Search and classic acquisition channels was still very manual and tedious.

Then, with the objective of strongly developing its online campaigns, increasing conversion and controlling costs, DECATHLON Italy took advantage of the newest version of the Lengow platform, made numerous implementations, opened and configured new channels.

Solutions provided by Lengow

The client currently distributes a catalogue of 200,000 products on 16 acquisition channels in Italy through Lengow: Google, Shopalike, Criteo, Awin, Kelkoo...

Since May 2022, DECATHLON Italy has launched on Google LIA, as one of the first merchants in Italy, to boost web- to-store for its network of 140 physical stores. For this project, DECATHLON Italy relied on the Professional Services offered by Lengow. In less than 4 months, the service allowed the implementation and the correct reprocessing of the data, and delivered 1 optimised catalogue of 3 million products.

Thanks to the Google Analytics App, the company can bring back information such as item revenue, number of bought articles... and integrate this data to its catalogue to create filters and optimize its investment.

The client uses Segments to push the best products on each channel, and thus limits acquisition costs to a maximum. It can easily exclude products with low stock and on the contrary, put forward the products with the best margin.

DECATHLON Italy also uses Automatic Rules and Filters to optimise its product titles and descriptions very quickly.

With MyCustomChannel, the client can send more data on specific channels, filter its catalogue and share information even internally, but more generally it uses it for all data analysis.

The client also enjoys Additional Sources to enrich its catalogues, for example for marketplace campaigns, which enables him to integrate the stocks and shipping costs information into its catalogue.

DECATHLON Italy is also very satisfied with the guidance it has received, both in terms of sales and support, and deadlines have always been met.

Benefits for business

Testimonial