Operational Excellence in Modern Sports Retail: A Case Study of Decathlon's Six-Pillar Execution Framework

ABSTRACT Retail operations constitute the fundamental infrastructure supporting performance, profitability, and customer satisfaction in large-format retail environments. This study examines Decathlon, a global sports retail leader, analyzing its structured operational framework built on six core pillars: safety management, stock and customer flow optimization, infrastructure maintenance, employee training and development, quality assurance, and fixture management. Through qualitative analysis and operational observation, this research demonstrates how these interconnected elements create efficient, navigable, and engaging retail environments while maintaining global compliance standards. Findings reveal that systematic integration of technology, training protocols, sustainability initiatives, and standardized procedures significantly enhances operational efficiency and customer experience. This study provides actionable insights for retail operations benchmarking and continuous improvement in contemporary sports retail contexts. Keywords: Retail Operations, Customer Satisfaction, Decathlon, Safety Management, Stock Flow, Quality Assurance, Training and Development, Operational Excellence