Innovation of the Week is a subscriber-only series highlighting retail initiatives that have caught the eye of our team. Every week, we will bring you new ideas and case studies that link to the trends in our Retail Horizon 2024 reports – across consumer, technology, sustainability, and economy, policy and industry.
What is it?
Decathlon has launched a new immersive shopping experience app for Apple Vision Pro, the new spatial headset from Apple that allows users to blend digital media with the real world.
Using the redesigned Decathlon app, Apple Vision Pro users can enter an immersive experience to discover the latest products and innovations, shop and buy sporting goods, and see items in 3D in their personal environment, together with the story behind them – all controlled by gestures and eye movements.
Initially launching in the US, Decathlon says the new app is part of its commitment to offer a state-of-the-art experience to customers.
Why does it matter?
Giving customers innovative new ways to experience brands will generate excitement and increase brand loyalty.
Other retailers that have launched apps for the new Apple Vision Pro product include beauty retailer E.l.f. and German luxury fashion platform MyTheresa.
“We are thrilled to be proposing such a unique and immersive experience to our customers on the Apple Vision Pro. We’re going one step further in our commitment to innovating the world of modern sport. Customers can step inside our tents or check out our new bikes in 3D from the comfort of their own home – a revolution in the shopping experience. What comes next is bound to be exceptional”
Barbara Martin Coppola, chief executive, Decathlon
Strategic implications
Brand innovation and customer experience remain at the heart of growth strategies for retailers, although the reach of the new Apple Vision Pro platform is likely to be small initially.
Winning strategies
- Personalisation and innovation
- Elevated customer experience
Retail Horizon 2024 is Retail Week’s exclusive strategic toolkit for subscribers.
Across four in-depth reports, Retail Week research director Lisa Byfield-Green and our team of analysts explore the most significant trends that will shape the sector in the year ahead across consumer, technology, sustainability, and industry, economy and policy.
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