Aiming for a major expansion in the U.K., Decathlon has embarked on its second automation project with Omnia Retail, a Dutch-based company whose software provides dynamic pricing and helps execute online marketing. Dating back to 2016, the initial project developed with Omnia had reportedly increased conversion rates by 80 percent at Decathlon's stores in the Netherlands. The new project, which has been implemented in the company's U.K. stores, aims to optimize feeds to Google Shopping and other channels with such internal and external variables as omni-channel conversion rates and competitor pricing. Observers feel that Decathlon is using the sales boost from its omni-channel approach to help prepare a major expansion of its network of physical stores in the country. Decathlon reportedly hopes to open some 300 new stores in the U.K. during the coming decade.

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