Decathlon Singapore Is Going All Out On Data
HWM Singapore|August 2022
Decathlon unveiled their Singapore Data Lab just last week, nestled near their flagship Singapore Lab store in the Kallang Alive district.
Zachary Chan
Decathlon Singapore Is Going All Out On Data

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.

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