Decathlon Italia has partnered with Criteo to recapture would-be customers and customize campaigns for specific audiences, boosting incremental sales, click rates and conversions.

Overall Clicks
Expanded Incremental Sales


After over 30 years, Italian sportswear retailer Decathlon knew its online storefront had become a crucial part of their business — both for reaching customers without access to their 115 physical stores and for shoppers who prefer to compare products online before going into a store to complete a purchase. But they needed to regain the attention of customers who were leaving the site without making a purchase, and also learn more about the journey of shoppers who were leaving the site but still completing a purchase in another channel.


Decathlon partnered with Criteo, who immediately understood the challenges in the company’s path towards implementing a full-fledged omnichannel strategy. With Criteo Dynamic Retargeting, Decathlon was able to get the right message to the right shopper at the right time. Today, all of the company’s online visitors come from their retargeting channel —  they were even able to organize customized campaigns to target specific audiences.


In the first quarter of 2017 alone — thanks to Criteo Dynamic Retargeting and custom audience campaigns — Decathlon was able to:

  • Increase conversions by 13%
  • Increase overall clicks by 40%
  • Expand incremental sales by 17%
  • Reach 32,000 tennis players in just two weeks with a specific campaign to promote Artengo, Decathlon’s tennis brand

“For Decathlon, working with Criteo means ROI optimization and personalization of the customer experience.”

– Alessandro Richichi, Traffic Manager, Decathlon Italia

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