Win the Zero‑Click Era: Decathlon’s AI Commerce Playbook for ROI
This title could be clearer and more informative.Try out Clickbait Shieldfor free (5 uses left this month).
Decathlon's Director of E-Commerce Operations for Central Eastern Europe outlines a strategy for surviving the zero-click era, where AI and LLMs increasingly answer queries without sending users to product pages. Key pillars include building off-site authority through community-driven content (Decathlon Go), preparing catalogs and checkout flows for conversational AI interfaces, prioritizing clean and structured product data before layering automation, and moving from segment-based to individual-level personalization. A central warning: AI applied to messy data amplifies problems rather than solving them. Practical next steps include a 24-hour product data audit and a 90-day AI-ready content and schema program.
