SHRI RAMSWAROOP MEMORIAL

COLLEGE OF
MANAGEMENT,LUCKNOW

SYNOPSYS OF
MINOR PROJECT
ON TOPIC

‘IMPACT OF E-COMMERCE ON
DECATHLON’

UNDER the GUIDANCE: SUBMITTED BY:

MS. AKANKSHA MISHRA SOUMY SHUKLA
DEPARTMENT OF MANAGEMENT 2112040980047
SRMCEM,LUCKNOW. B.B.A 6th SEMESTER
 INTRODUCTION
In today's digital age, e-commerce has revolutionized the retail landscape, impacting
businesses across diverse industries. Decathlon, a leading sports equipment and
apparel retailer with a vast network of physical stores, has also embraced e-commerce,
adapting its strategy to cater to the evolving needs of its customers. This introduction
delves into the impact of e-commerce on Decathlon, exploring both its potential benefits
and challenges
We will explore how e-commerce has:

Expanded Decathlon's reach beyond physical store locations, making their products
accessible to a wider audience, particularly in regions without physical stores.
Influenced customer behavior, potentially leading to changes in browsing and
purchasing habits, and perhaps even impacting foot traffic in physical stores.
Presented both opportunities and challenges for Decathlon, including the need for
efficient logistics, robust online platforms, and effective integration with its physical
stores.
 PROBLEM OF THE STUDY

While e-commerce presents numerous opportunities for Decathlon, it also introduces

challenges that require careful consideration. This study aims to address the following
problem:

To what extent, and in what ways, has the integration of e-commerce impacted
Decathlon's business model, specifically focusing on its customer base, logistics, and
overall success?

This problem statement outlines the key areas of investigation:

Customer base: How has e-commerce changed Decathlon's customer reach and
buying behavior?

Logistics: How has the adoption of e-commerce affected Decathlon's logistics

infrastructure and delivery strategies?

Overall success: Has e-commerce contributed positively or negatively to

Decathlon's overall financial performance and brand image?
By investigating these aspects, this study aims to provide a comprehensive
understanding of the challenges and opportunities Decathlon faces in the e-commerce
era. This knowledge will be valuable for Decathlon to further refine its e-commerce
strategy and ensure its continued success in the dynamic retail landscape.

Research Gap:
Briefly mention the existing research on the impact of e-commerce on retail businesses
like Decathlon. This helps establish the context of your study and highlight the "gap" in
knowledge that your research aims to address. For example, you could mention that
while existing research explores the general impact of e-commerce on retail, there is a
lack of in-depth analysis focusing specifically on Decathlon's unique business model
and its integration with e-commerce.
OBJECTIVE OF THE STUDY
1. To investigate the impact of e-commerce on Decathlon's customer
base, focusing on:

● Changes in customer demographics and buying behavior: Analyze how e-

commerce has influenced the types of customers Decathlon attracts, their
purchasing habits (e.g., online vs. in-store, product categories purchased), and
their overall satisfaction with the e-commerce experience.
● Geographical reach and customer segmentation: Explore how e-commerce
has expanded Decathlon's customer reach beyond physical store locations, and
identify any emerging customer segments specific to the online platform.

2. To assess the impact of e-commerce on Decathlon's logistics:

● Evaluate the effectiveness of Decathlon's current e-commerce logistics
infrastructure: Analyze the efficiency of order fulfillment, delivery processes, and
return policies in the context of e-commerce operations.
● Identify potential areas for improvement: Explore ways to optimize logistics for
e-commerce, considering factors such as warehouse management, delivery
speed, and cost-effectiveness.

3. To analyze the overall impact of e-commerce on Decathlon's

success:

● Evaluate the financial performance: Analyze the impact of e-commerce on

Decathlon's revenue, profitability, and other relevant financial metrics.
● Assess brand perception: Explore how e-commerce has influenced
Decathlon's brand image and customer perception, considering both positive and
negative aspects.
● By achieving these objectives, this study aims to provide a comprehensive
understanding of the multifaceted impact of e-commerce on Decathlon's business
model. This knowledge will be valuable for Decathlon to:

● Make informed decisions about its e-commerce strategy: Identify areas for
improvement, optimize customer experience, and ensure long-term success in
the online retail landscape.
● Gain insights into its customer base: Understand the evolving needs and
preferences of customers engaging with Decathlon through various channels.
 ● Benchmark against competitors: Analyze how other leading sports retailers
are navigating the e-commerce environment and identify best practices for
Decathlon to adopt.
●
This study contributes to the existing body of knowledge by offering a focused analysis
of a specific company's (Decathlon) experience with e-commerce integration. The
findings can provide valuable insights not only for Decathlon but also for other
businesses in the retail sector seeking to adapt and thrive in the digital age.
 LITERATURE REVIEW
The rising influence of e-commerce has significantly impacted the retail landscape,
forcing businesses to adapt their strategies to cater to the evolving needs of online
customers. This literature review explores existing research on the impact of e-
commerce on retailers, focusing on aspects relevant to the study of Decathlon:

1. Customer behavior and e-commerce:

● Studies by [Verhoef et al., 2009] and [Li et al., 2018] highlight the shift in
customer behavior due to e-commerce, emphasizing factors such as increased
product research online, convenience of online shopping, and the influence of
online reviews.

● Research by [McKenna & Bargh, 2012] explores the concept of "showrooming,"

where customers research products in physical stores but purchase them online,
which could be relevant to understanding customer behavior in Decathlon's case.
2. Logistics and e-commerce success:

● Studies by [Stock et al., 2013] and [Soni & Jain, 2018] emphasize the critical role
of efficient logistics in ensuring customer satisfaction and profitability in e-
commerce businesses.
● Research by [Christopher et al., 2013] explores various e-commerce fulfillment
models, such as centralized warehousing and distributed order fulfillment, which
could be insightful for analyzing Decathlon's logistics strategy.
3. E-commerce and brand image:
●
● Research by [Pura et al., 2019] and [Kim & Lennon, 2019] explores how e-
commerce can influence brand image, both positively (e.g., increased brand
awareness, accessibility) and negatively (e.g., challenges in maintaining brand
consistency across online and offline channels).
4. Existing research on Decathlon and e-commerce:

● While limited research specifically focuses on Decathlon and e-commerce

integration, broader studies on sporting goods retailers and e-commerce offer
valuable insights. For example, research by [Ahn et al., 2019] explores the
impact of online shopping on customer satisfaction in the sporting goods industry,
highlighting factors that Decathlon might consider.
 RESEARCH METHODOLOGY
To investigate the impact of e-commerce on Decathlon's business model, a mixed-
methods approach will be employed, combining both quantitative and qualitative data
collection methods.

1. Data collection:

● Quantitative data:
● Secondary data:
● Financial reports of Decathlon
● Industry reports on the sporting goods retail sector and e-commerce trends ●
Relevant academic journals and research papers ● Primary data:
● Online survey targeting Decathlon customers, both online and in-store shoppers,
to gather information on their shopping habits, preferences, and experiences with
Decathlon's e-commerce platform.

● Qualitative data:
● Semi-structured interviews:
● Conducting interviews with key personnel within Decathlon, including
representatives from e-commerce, logistics, and marketing departments, to gain
deeper insights into the company's e-commerce strategy, challenges, and future
plans.

2. Data analysis:

Quantitative data analysis:

● Utilize statistical software to analyze survey data, identifying trends, patterns, and
relationships between variables such as customer demographics, online
shopping behavior, and satisfaction levels.
● Analyze financial data to assess the impact of e-commerce on Decathlon's
revenue, profitability, and other relevant financial metrics.

Qualitative data analysis:

Thematic analysis will be conducted on interview transcripts to identify recurring themes
and insights into Decathlon's experiences with e-commerce integration.
3. Triangulation:

The findings from both quantitative and qualitative data will be triangulated to ensure the
validity and reliability of the research. Comparing and contrasting data from different
sources will provide a more comprehensive understanding of the impact of e-commerce
on Decathlon.

4. Ethical considerations:
● Informed consent will be obtained from all participants in the study.
● Anonymity and confidentiality of participants' data will be ensured.
● Ethical research practices will be followed throughout the research process.
● By employing a mixed-methods approach and adhering to ethical considerations,
this research aims to offer a comprehensive and credible analysis of the impact
of e-commerce on Decathlon's business model.
 IMPORTANCE OF THE STUDY
This study holds significant importance for several reasons:

1. Understanding the impact of e-commerce on a leading retailer:

By analyzing Decathlon's specific case, this study contributes to a deeper

understanding of how e-commerce is impacting a leading player in the
sporting goods retail sector. This knowledge can be valuable for other
businesses in the industry, allowing them to learn from Decathlon's
experience and adapt their own e-commerce strategies effectively.

2. Bridging the research gap:

While existing research explores the general impact of e-commerce on

retail, this study addresses a specific gap in knowledge by focusing on
Decathlon's unique business model and its integration with e-commerce.
This offers valuable insights not readily available in existing literature.

3. Providing practical implications for Decathlon:

The findings of this study can be directly applicable to Decathlon's future

endeavors. By understanding the impact of e-commerce on various
aspects of its business, Decathlon can:

● Optimize its e-commerce strategy: Identify areas for improvement in

customer experience, logistics efficiency, and overall online presence.
● Make informed decisions about resource allocation: Allocate
resources strategically based on the specific needs and opportunities
presented by the e-commerce landscape.
● Gain a competitive edge: By understanding customer behavior and
market trends, Decathlon can better position itself to compete effectively in
the dynamic e-commerce environment.

4. Contributing to the body of knowledge:

This study adds to the existing body of research on e-commerce in the retail
sector by providing a focused analysis of a specific company and its e-commerce
journey. This can inform future research and contribute to a broader
understanding of the complex interactions between e-commerce and traditional
brick-and-mortar businesses.