Decathlon's Zowie-powered AI agent resolves 98.47% of customer support conversations autonomously while driving a +20% lift in support-driven revenue and an +8% jump in support-to-purchase conversion, with deflection rates climbing from 30% to 50% year-on-year.
"Thanks to Zowie, our conversion rate from support interactions to purchases grew by 8%," said Wojciech Ćwik, Omnichannel Project Manager at Decathlon, in Zowie's published customer testimonial.
Decathlon, the world's largest sporting-goods retailer with more than 2,000 stores across 56 countries, centralised its global customer service operation on Zowie's AI platform after a legacy customer-service system proved too rigid to flex across markets and channels. Maria Jaworska heads Decathlon's customer-contact team and Ćwik drove the rollout; together they retooled how shoppers reach the brand across chat, email and voice.
The deployment evolved in three measurable stages: Zowie's deflection rates grew roughly 20% year-on-year from 30% to 50%, agent productivity rose 16% on efficiency metrics, and customer-satisfaction scores climbed to a 4.6 CSAT with average response times under 1.5 minutes. The platform also replaced the workload of 19 extra seasonal agents during peak holiday volume.
Under the hood Zowie integrates directly into Decathlon's order-management and identity systems, so the AI agent recognises returning customers without re-collecting order IDs across chat, email and voice channels. The agent executes autonomous resolutions for the majority of intents and escalates exceptions to live staff for account actions, financial transactions and complex technical cases. HUB Institute's CODA matrix scores the deployment N2 ("validated execution"), with 6 of 10 customer-care journey links instrumented — 3 full plus 6 partial — covering contact intake, request triage, answer & information and post-contact follow-up.
In production across Decathlon's global customer-service operation, the agent handles high-volume ticket flow during seasonal campaigns while driving direct sales conversion from support interactions; the vendor-published outcomes are claimed but not independently confirmed, and HUB Institute rates the case at 55% confidence on its CODA scale.
The next integration phase extends the agent into email, which already represents 55% of Decathlon's Polish customer contact volume, with the goal of applying the same chat-channel automation to email and voice queues.