Decathlon Germany
A six-click form, and more footfall in every store
Catchment areas and budgets prepared store by store, three ready-to-use creatives, an order in six clicks: how Decathlon's German network enabled its stores to launch their own local campaigns, and measured what they bring in visits.
The context
Decathlon runs around a hundred stores in Germany (105 at the end of 2025) and keeps opening at a steady pace: eighteen openings in 2025 alone, twenty-five announced for 2026, towards a target of 150 points of sale by the end of 2027.
A network growing at this speed raises the same question with every new store: how to get known in its area, straight away. Local digital communication needs came up from the stores themselves, with no process to meet them other than case by case.
So the question was about in-store footfall: how do you let every German point of sale launch its own local campaign, and check that it really brings people in?
What we did
Decathlon and Mobsuccess gave every German store an ordering journey for local campaigns. The framework is set upstream, store by store: a catchment area and a proposed budget, ready before the first order.
The store then chooses from three creatives designed for display and for Meta, and orders in six clicks: its location, its creative, its period. The creative goes out with the store’s name and address, and a call to visit.
Campaigns are optimised on store visits, not on clicks: it is these visits, compared with what would have happened without a campaign, that give the incremental footfall measured below.
Results
Stores that activate their local campaigns record incremental footfall of 4.9%. For the youngest, open for less than two years, the effect rises to 6.8%.
- Each store orders its campaign in six clicks, on an area and a budget already proposed.
- Campaigns are optimised on store visits, not just on clicks.
“Our mission is to offer the best marketing services to our stores. We've been very satisfied with the solutions provided by Mobsuccess. We saw significant sales growth, which reinforces our conviction that digital is a key lever to drive qualified traffic to our stores.”
More cases in the same field
350 outlets running their own local communications, a head office that stays in control
How a brand with 350 outlets made its company-owned and franchised outlets autonomous across all their local communications (digital and physical) without the brand going off in every direction.
Eight countries, 1,410 stores, one local set-up
Targeting areas built store by store, a media mix adapted to the maturity of each market, creatives adapted to local language and habits: how Mobsuccess activated drive-to-store for an international network across four continents, simultaneously.
National awareness to re-establish across 132 catchment areas
Targeting areas redrawn by drive time, investment allocated on the real potential of each point of sale, advertising creative industrialised with AI: the Mobsuccess methodology serving the transformation of a 132-store brand.
