How Decathlon Embedded Cycle Insurance to Strengthen Customer Protection and AOV

Partner Snapshot

Industry                           Retail — Sporting Goods & Sports Equipment

User Base                        Cyclists and Sports Enthusiasts

‍Insurance Model            Embedded | Opt-in | Product Protection

Decathlon is a leading global sports retailer with a broad presence in India. To add value for customers buying cycles (and reduce purchase anxiety around accidental damage/theft), Decathlon partnered with Symbo to embed an optional cycle insurance offering directly into the buying journey.

The Challenge

Bringing relevant protection into a high-frequency purchase flow

• Customers often hesitate to add protection due to lack of context and clarity
  
• Incident costs (damage/theft/transport loss) are unpredictable
  
• Insurance needs to fit naturally into retail checkout
  
• Protecting customer confidence without hurting conversion
• ‍Backend needed seamless policy issuance + servicing

What Decathlon Needed

• Context-aligned protection for cycle buyers
• Opt-in placement that doesn’t interrupt checkout
• Simple pricing that feels fair and relevant
• Fast go-live with turnkey integration
• Transparent post-purchase servicing

The Symbo Approach

Embedded cycle insurance engineered for retail relevance

• Designed a cycle-centric protection plan covering accidental damage, theft, and transit loss
  
• Embedded insurance as an opt-in add-on during checkout (web & in-store)
  
• Real-time policy issuance via API at point of sale
  
• Configurable premium logic aligned with product price bands
  
• Dashboard visibility for both Decathlon and insurer partners
  
• Claims workflow simplified for customer convenience

Impact at Scale

• 2,500+ policies sold soon after launch
  
• 25% attachment rate (meaning 1 in 4 cycle buyers opted in)
  
• 7% uplift in AOV, indicating add-on revenue and purchase value growth
• Integration delivered in < 4 weeks, minimal dev overhead