Decathlon in Geneva...no need to shop in France for sport anymore
The French sports store Decathlon, already present in x countries, recently opened its second store in Switzerland, and it is in Geneva ! With a reputation for goods of acceptable quality for a limited price, many -included me- welcomed this news. I went to the shop and here are my first impressions: price, variety of products, customer service, etc...
In April of 2018, Decathlon opened a store in Meyrin, Geneva Canton, only 7 months after the first store opened in Neuchatel. The store located in the shopping centre that also hosts Pfister, Habitat, Media Markt, MacDonald and other boutiques. The new Decathlon boutique actually replaces Athleticum. Accessible by car (Route de Meyrin) as well as trams (14, 18), Decathlon is actually 15mn away from Cornavin train station.
Decathlon sells equipment for popular Swiss sports (hiking, fishing, running)
I wandered in the shelves to see what sports were covered. Number one: hiking, fishing, trekking and trail. Then running, water sport including swimming and paddle, fitness including yoga and horse riding.
What I find a bit strange generally in Decathlon is the limited number of items you find for each sport. As far as I was concerned, I went there to find a nice hiking tee-shirt and wasn't given much choice. I did not enjoy the colours either, either all black or flashy pink / yellow. Maybe that explains the lower prices. However, I can report that I left the shop with 1 sports bra, 1 backpack, 1 bottle and a tee-shirt (that I don't like but needed for the day after) having spent less than 60 CHF.
Decathlon pursues low price / good quality strategy
In terms of prices, I spent less than 60 CHF in the shop. The same shopping in SportXX or Aschenbach would have probably been 3 times more expensive. It looks like Decathlon, one of the few successful international French companies, saw in Switzerland an opportunity. As a matter of fact, I am not able to shop for sport gear in Switzerland because of the price and the lack of choice. I used to go to Decathlon in Thoiry or Annemasse.
One question that arises is how sustainable it is for Decathlon to practice such prices in Switzerland (I grabbed a backpack for 10 CHF, I will probably use it 2 or 3 times a year). Well, what the director of the Decathlon Meyrin store has said so far is that actual cost of labour, VAT is actually more costly in France. Plus, Decathlon manufactures most of the products they sell. Decathlon also communicated that the Neuchatel sports store had become profitable at the end of 2017 (opening was in August).
With a Decathlon store in Thoiry and one is Annemasse, people think Meyrin and Thoiry shops may compete with one another. Decathlon says the Geneva shop serves Swiss people who would not go shopping to France anyway. personally I don't mind going to France but if I can save time and gas, I might as well settle for Decathlon Meyrin.
Customer service at Decathlon
Decathlon wanted to inaugurate a mandatory collection of customers data (My Decathlon): customers were obliged to give away their name, email addresses and date of birth to be able to check out. In exchange, they benefit from a coach, participation to special events, priority at the Trocathlon (barter of Decathlon products), etc... That was rejected by the Swiss consumer protection groups.
While in the shop, I heard the employees talk and it seems like Decathlon is fostering a positive atmosphere between employees and that in return, they do their best to help the clients. That is a good thing for a French store.
Decathlon wishes to open more stores in Switzerland, the next one is located in Tessin.
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