Enhancing layout effectiveness: Analyzing in-store experience in sports retail
Abstract
The COVID-19 pandemic reshaped the sports retail landscape, compelling brands to adapt their in-store experiences to sustain customer satisfaction. This study examines the effectiveness of in-store experiences and layout strategies at Decathlon Bandar Sri Damansara, focusing on customer flow, signage, verticalization, and implantation logic. A quantitative research design was employed, utilizing a structured survey with random sampling. Multiple regression analysis showed that customer flow (β = 0.312, p < 0.001) and signage (β = 0.278, p < 0.001) had the strongest positive impact, followed by verticalization (β = 0.195, p < 0.01) and implantation logic (β = 0.163, p < 0.05). The model explained 67.4% of the variance in customer satisfaction (R² = 0.674, p < 0.001). This research provides recommendations for Decathlon and similar retailers, emphasizing strategic layout planning, digital transformation, and sustainability. Addressing these factors can enhance customer engagement, strengthen competitive positioning, and ensure long-term business success
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Authors
Copyright (c) 2025 Muhammad Syahir Zulkifli, Muhammad Faizal Kutip, Adam Afif Mohamad Azmi, Muhammad Zakwan Rusydi Suhaimi, Fazli Hisam Mohd Zainol Abidin, Mohd Jazimin Ahmad
This work is licensed under a Creative Commons Attribution 4.0 International License.