Decathlon has inaugurated a concept store near its world campus near Lille, called Decathlon DX, that is to act as a showroom and a laboratory for new retail technologies and new ways to engage customers that can be applied to its regular stores. The 800-square-meter store will focus on a specific product category over a period of eight to ten weeks, starting off with children’s footwear. Gloves and other accessories to protect against cold weather will follow. Right now, members of Decathlon’s loyalty program can choose the right shoe size for their children through a foot scanner. An RFID chip placed on the product allows them to be debited on their accounts without paying at the check-out counter. Customers are invited to presentations of Decathlon’s design and product development process, interacting with the sales personnel to provide feedback for future products.