Decathlon’s search was already fast. searchHub made it more relevant.
30,000+ customer search journeys improved every day: long-tail intents clustered and routed to curated landing pages — on the product discovery technology Decathlon already ran.
Sports for all — organized by discipline, not by brand.
Family-owned since 1976, Decathlon believes in accessible sports products for everyone: evolving, high-performance design at top quality and affordable prices, with expert advice for all ages and skill levels — in-store or online.
That discipline-first range is Decathlon’s distinctive strength — and it makes result relevance per sports discipline the decisive search problem.
Fast results, inefficient journeys.
Decathlon’s existing technology delivers results fast and lets the team market products within them. What it couldn’t do alone: route relevant long-tail traffic to the keyword landing pages that earn the most, funnel customers with the same intent to the highest-performing result pages, and do it all without a growing list of hand-maintained redirects.
The requirement was explicit: enhance the current tool, don’t replace it — and cut the manual effort of onsite search management.
From redirect lists to journey optimization.
searchHub tracks Decathlon’s customer search journeys, measures how likely each is to generate visitor interaction, and optimizes for peak performance — quietly, in the background, in front of the existing technology.
smartQuery clusters long-tail queries whose purchase intent matches top-revenue queries and maps them automatically to the best-performing landing pages — no more maintaining inefficient redirect lists.
searchInsights spots where manual work moves critical KPIs — including “no-result” searches. The AI Trainer suggests daily improvements; a change takes a minute or two and enhances hundreds of journeys at once.
Changes load before the engine, so intent clusters stay independent of the underlying technology — Decathlon keeps control of its search journeys whatever vendor the future holds.
Integration took about two weeks, focused mainly on tracking implementation and data-export synchronization. Partner hmmh manages the technical infrastructure behind the scenes.
From misspelling-hunting to intent optimization.
Exit rate fell 20%, largely because zero-result and dead-end pages disappeared — and revenue per user rose 1.6%. Customers trust the results, and the team now optimizes whole search journeys instead of chasing individual misspellings.
The results have prompted internal discussions about extending searchHub to additional Decathlon regions.
In-depth analysis of every query variation: pre-built reports, customizable sorting, and clear indications of which terms need attention and why.
How we solve itGroups long-tail keywords into purchase-intent clusters; only the strongest query per cluster reaches the engine. Search managers keep full control.
How we solve it