Decathlon’s Full-Funnel Triumph: How a Holistic Approach Drove Unprecedented Growth

In today’s dynamic retail landscape, where consumer journeys are increasingly complex and multi-touchpoint, achieving sustained growth demands more than just traditional advertising. It requires a strategic, integrated approach that captures attention at every stage of the funnel. Decathlon, the world’s largest sporting goods retailer, understood this imperative. 

Partnering with Encore Media, they embarked on a full-funnel advertising journey that not only amplified their brand presence but also delivered remarkable, measurable results across both online and physical channels.

The Challenge: Navigating a Fragmented Customer Journey

Decathlon Croatia, Slovenia, and Serbia recognized that modern consumers no longer follow a linear path to purchase. From initial inspiration to final conversion, shoppers engage with brands across a multitude of digital and physical touchpoints. This fragmentation presented a significant challenge: how to effectively engage customers at every stage, from broad awareness to specific purchase intent, and seamlessly bridge the gap between online discovery and in-store sales.

“We knew our customers were everywhere, and their journey was anything but straightforward,” says Nikolina Tićac, Decathlon eCommerce Lead. “Our goal was to create a cohesive, impactful presence that resonated with them whether they were browsing online, researching products, or ready to make a purchase in-store.”

The Solution: A Full-Funnel Advertising Strategy with Encore Media

To address this challenge, Decathlon collaborated with Encore Media, an agency renowned for its expertise in comprehensive digital marketing strategies. Together, they devised and implemented a robust full-funnel advertising approach designed to:

• Build Brand Awareness: Utilizing broad reach campaigns across platforms like YouTube and Google Display Network to introduce Decathlon to new audiences and reinforce brand messaging.
• Drive Consideration: Engaging potential customers with targeted content and product showcases on Google Search, catering to specific interests and needs.
• Convert Intent: Optimizing for conversions through highly relevant ads and seamless user experiences, guiding customers towards both online and in-store purchases.

“Encore Media helped us see the bigger picture,” states Nikolina Tićac, Decathlon E-commerce Leader. “They crafted a strategy that wasn’t just about individual campaigns, but about creating a continuous, integrated customer experience that drove real business outcomes.”

The Results: Unprecedented Growth Across All Channels

The implementation of the full-funnel strategy yielded immediate and impressive results. Within the first six months, Decathlon experienced significant revenue growth, demonstrating the power of a truly integrated marketing approach.

• Achieving a remarkable 9% omnichannel growth wasn’t just about implementing a full-funnel advertising strategy; it was the result of a unified customer experience, meticulously crafted through significant in-house effort and effective advertising, ultimately delivering tangible and undeniable success.

“These numbers speak for themselves,” exclaims Denis Remenar, Decathlon Traffic Leader. “The full-funnel approach, executed flawlessly by Encore Media, not only met but exceeded our expectations, proving that investing in a holistic strategy pays dividends across every touchpoint.”

Local Appeal and Customer Trends: Connecting with the Croatian Market

Understanding the unique nuances of the Croatian market and its customer trends was paramount to Decathlon’s success. The full-funnel strategy was meticulously tailored to resonate with local preferences, leveraging insights into how Croatian consumers discover, research, and purchase sporting goods.

Key customer trends observed and addressed:

• Ambient Shopping: Croatian consumers, like their global counterparts, are constantly engaged in ‘ambient shopping,’ seamlessly transitioning between online browsing and offline experiences. The full-funnel approach ensured Decathlon was present and relevant at every micro-moment of this journey.
• Influence of Digital Discovery on In-Store Purchases: A significant portion of Croatian shoppers conduct online research before visiting a physical store. The strategy effectively used digital channels to drive in-store footfall, with AI-driven results helping to surface in-stock items at nearby locations.
• Trust in Authentic Content: The strategy emphasized authentic content, particularly leveraging the power of visual search and trusted recommendations. This resonated strongly with Croatian consumers who value genuine product insights and user-generated content.

“Our collaboration with Encore Media allowed us to truly connect with the Croatian sports community,” says Denis Remenar, Decathlon Traffic Lead. “By understanding their unique shopping habits and preferences, we were able to deliver highly relevant messages that drove both online and offline engagement.”

The Future of Retail: A Full-Funnel Blueprint for Success

Decathlon’s success story with Encore Media serves as a powerful testament to the efficacy of full-funnel advertising in today’s complex retail environment. By embracing a holistic strategy that integrates online and offline touchpoints, Decathlon not only achieved significant revenue growth but also deepened its connection with consumers. This case study provides a compelling blueprint for other retailers looking to navigate the evolving customer journey and drive sustainable growth in the digital age.

“This is just the beginning,” concludes Nikolina Tićac, Decathlon E-commerce Leader. “The insights gained and the growth achieved through this full-funnel approach have set a new standard for our marketing efforts, and we are excited to continue innovating and delivering exceptional experiences to our customers.”

Results comparison: 2025 vs. 2024