Apple owns the checkout at Decathlon’s sporting goods store
Visitors to the first full-sized U.S. location of global sporting goods brand Decathlon will find the checkout not at the front of the store, but all around them — on the iPhones carried by the store’s staff.
Decathlon’s new retail concept, located in Emeryville, CA, features RFID-enabled mobile checkout stations instead of traditional checkout lines or cash wraps, according to a press release. When a customer wants to pay, s/he approaches an associate who places the physical contents of the shopper’s basket in the checkout station, which takes stock of the items and generates a QR code. The associate then scans the code with an iPhone, adding the products to a mobile cart. The customer can then pay with Apple Pay, credit card, gift card or via a proprietary QR code-based checkout system tied to the store’s payment platform. The payment system runs exclusively on iPhones, using technology created by solution provider NewStore.
The Decathlon store features a wide array of lower-priced private labels, according to Gear Junkie. Management says it intends to expand Decathlon’s stateside brick-and-mortar presence beyond its current footprint. Decathlon’s U.S. presence currently consists of the full-sized store and one “Lab Store” it opened last year, also in California, to gather data on local customer needs and interests.
The U.S. sporting goods market that Decathlon is entering is one that is working on finding how to best leverage technology.
Dick’s Sporting Goods, for instance, recently announced plans to bring its software development team in-house, so as to build custom solutions more geared towards the needs of the company than it believes can be created by third-party developers.
Throughout the broader retail landscape, automated checkout technology has become a common objective.
Amazon’s checkout-free convenience store, Amazon Go, has emerged as the most closely-watched force in the automated checkout space, due to its ability to let shoppers pick up products and leave without any interaction with staff or a machine to trigger payment.
Others like Sam’s Club have had success with scan and go solutions, which allow customers to scan items before putting them into their carts to circumvent a wait in the checkout line.
- Decathlon Launches NewStore to Run U.S. Retail on iPhone – NewStore/Decathlon/Business Wire
- Decathlon: World’s Largest Sporting Goods Store Finally Launches in US – Gear Junkie
- Is Dick’s making the right move by bringing its software development in-house? – RetailWire
DISCUSSION QUESTIONS: Is having staff stationed throughout a store at mobile stations a good way to streamline the checkout process? Do you foresee any snags in operating this type of system?