Decathlon sought to enhance its retail presence in Singapore by establishing an interconnected shopping ecosystem. The primary retail challenge was linking online and in-store touchpoints so that digital and physical channels would mutually reinforce each other. To achieve this, the Click & Collect process required an intuitive, fluid design that eliminated customer friction points from discovery to post-purchase.
We aimed to build a purpose-driven retail experience that connects Decathlon’s digital and physical channels into a continuous cycle. Our goal was to map every touchpoint across the customer journey to remove friction, reinforce brand recognition, and deliver an efficient Click & Collect process.
A modular, journey-mapped store design aligning digital and physical retail channels.
Altavia executed the project by mapping the end-to-end customer journey from discovery through post-purchase to pinpoint friction points, expectations, and operational opportunities. Using these insights, we integrated store design, customer experience strategy, and in-store communication:
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