& From engagement to customer conversion How Decathlon uses interactive content in its marketing strategy2 www.qualifio.com “Sustainably make the pleasures and benefits of sport accessible to the many.“ The current context has accelerated the transition to digital. This was confirmed by the 10 marketing experts with whom we had exchanged. Brands have re-evaluated how they connect with their digital consumers. Olivier Flament, data & direct marketing manager at Decathlon Belgium, shares the same opinion. The world’s largest sporting goods retailer has been looking for other forms of digital connections, alongside traditional connections. Among other things, the retailer has relied on Facebook lives and used the Qualifio platform to get closer to its customers and create a real feeling

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