Decathlon has opened its first pop-up kiosk in Moscow in the Mesto Vstrechi Angara neighbourhood centre. The new format is a small shop with a click & collect service that will be open for the next five months. The pop-up 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 neighbourhood. Moreover, the pop-up kiosk will help Decathlon learn the needs and preferences of various groups of its key audience.
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.
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 favourite things of our neighbours.”
