Decathlon Singapore Is Going All Out On Data

Decathlon unveiled their Singapore Data Lab just last week, nestled near their flagship Singapore Lab store in the Kallang Alive district.

- Zachary Chan

Looking in, the Data Lab may seem like just another office building, albeit one that is spruced up with all the hallmarks of a hipster co-working space. Vibrant, graffiti-designed entrance? Check. Modular, collaborative working zones? Check. Central, open-planned pantry? Check. It's one of those offices that seem like it would be a suitable venue for both an investor meeting as well as a cafe.

Decathlon calls it their "people-first digital innovation nexus". And from what we can gather, it is envisioned as the central place to house all of their data teams - data analysts, software developers, designers, network and security engineers - as well as an incubation ground for data projects with industry partners like Sport Singapore, research agencies and even schools.

What are the possible uses of data for a sport retail shop you may ask, beside just selling more products? Well, for one, the reduction of their own carbon footprint. Decathlon is slowly building up its range of eco-friendly products, and uses data to track everything from the materials and manufacturing impact of making them, to consumer sentiment in purchasing and using the eco-versions of a product.