Decathlon : The customer experience in the shop as a basis of the brand promise

17/11/2015 @ 12:00 pm - 2:00 pm

Jeux d'Hiver, Chemin du Croquet 1, Brussels

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Introduction to the three lunches cycle
In an ever-changing retail environment where brands are facing demands of a new generation of “connected customers”, create in-store value has become a must. Customer experiences in point of sales remain extremely powerful to build brand and create interactions worth coming back to and worth talking about. Our three speakers will explain to us how they envision the future of shopping experience and moreover how they manage to extract margin through a branded store approach.

Introduction to the intervention of the day.
Through a dedicated Research Department focusing on the understanding of the needs and perceptions of the sport fans when it comes to product development and innovation, Decathlon has a unique approach of the brand and customer experience in Point of Sales. Herman Van Beveren will share it with us in the light of Decathlon’s ambitious claim.
« Innovation Lovers for the happiness of all »


Herman Van Beveren – C.E.O. Decathlon Belgium

Graduated in tax law and accountancy and holder of a licentiate degree in Economics.

For 20 years active at the DECATHLON company.
I have been carrying out several functions, such as:
Section Manager in Lyon
After-sales Manager Decathlon Antwerp
Operations Manager Decathlon Antwerp
Store Director
Procurement Manager at the head office for cyclist’s clothing
Commercial Director Belgium

CEO since 2008

Under my leadership 15 stores have been opened and the number of staff has increased from 800 to 2300.

4 children

Hobbies:
Sport: previously snowboard and funboard and actually cycling and golf.