Credit: Decathlon
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Decathlon launches new format store in Moscow neighborhood center

French sporting goods retailer Decathlon opened its first pop-up kiosk in Moscow which is located in the Mesto Vstrechi Angara (Meeting Place Angara) neighborhood center. The new format is a small shop with a click & collect service that will be open for the next five months.

The pop-up kiosk aims to provide a solution to the following: increasing brand awareness and market share around full format store nearby and also serving as a new meeting place for sporting activities in the neighborhood. Moreover, the pop-up kiosk will help Decathlon learn the needs and preferences of various groups of its key audience. 

In the pipeline of the services to be launched are sports equipment rental and exciting workouts and training sessions for everyone on the rooftop of the neighborhood center.

In the pop-up kiosk, people will be able to buy seasonal goods (scooters, balls, rackets, etc.), new and innovative items for running, yoga, swimming, football and also order goods online for any of 70 kinds of sports with next day delivery or express 3-hour delivery from the nearest Decathlon hypermarket.

Decathlon and ADG group’s partnership is based on common values and ideology: both companies care about their customers’ needs, listen to their wishes, support an active lifestyle and find it very important to provide accessible goods and services close to people’s homes.

Anna Papaskiri, project director at ADG group, said: “We are delighted that such companies as Decathlon support the strategy of creating a proper offer and formats that suit the location and local audience. ADG group provides big opportunities to brands – and it’s not only about square meters, but also about an omnichannel sales and communications strategy complemented with a program of activities, which is one of the favorite things of our neighbors.”

Decathlon, just like all the rest of ADG group’s business partners, receives comprehensive support: by means of the Mesto Vstrechi mobile app, visitors can learn about current offers and all the kiosk’s news will be available on the website and on social media. Also, ADG group will support the brand in indoor and outdoor communications.

In addition to that, to access the schedule of sports events that take place on the rooftop and register, people can use the Mesto Vstrechi mobile app and alldosport.ru website. All the training sessions are free of charge and will include such sports as yoga and hiking. Moreover, any visitor can become a running club member.

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