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AI to support Decathlon’s goal of ‘driving sustainability’

Decathlon’s chief digital officer Jérôme Dubreuil has revealed AI is supporting the sports equipment retailer’s goal of driving sustainability.

Speaking at Shoptalk Europe, the retailer stated that it is using technology to prompt sustainable behaviour among consumers, such as offering long-term bicycle rental compared with purchases.

Recently, the retailer launched its sports rental service in all of its stores.

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Following a successful trial last year, customers are now able to rent products including bikes, paddle boards, tennis rackets and kayaks from their local branch.

However, Dubreuil claimed that the “cost and carbon footprint savings go hand in hand.”

He also confirmed that AI is allowing the retailer to optimise its business processes as it “shapes the world of sports” by helping to provide a 360-degree view of the customer, which describes which sports customers are involved or interested in to create personalised recommendations.

Image credit: Shoptalk Europe

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