Global sporting goods retailer Decathlon has invested in new software to drive its pricing strategy in the UK as it gears up to open more than 300 stores in the country over the next ten years.

The retailer, which is based in France and thought to be the largest sporting goods retailer in the world, has selected Omnia Retail, a Dutch pricing and online marketing automation software provider, to support its UK operations.

Omnia will work with Decathlon UK to optimise feeds to Google Shopping and other marketing channels based on internal variables – such as omnichannel conversion rates – and external factors such as competitor pricing.  

The move follows a successful project between Omnia Retail and Decathlon in the Netherlands, which saw the retailer's conversion rate increase by 80%.

According to Omnia Retail, the project freed up 20 hours per month in operational capacity and saw Decathlon's year-on-year revenue in Google Shopping grow from 50% to 900%, while simultaneously increasing the return on advertising spend by 50%. The firm adds in addition to online sales, this omnichannel pricing and marketing strategy also created a 90% boost for in-store revenues caused directly by Google Shopping.     

Decathlon's global growth has been by its omnichannel approach: selling both online and in-store but with particular focus on ensuring that its bricks-and-mortar sites offer a 'destination' for excellent customer service.