Decathlon (Retailer)

Brief
Decathlon Netherlands BV operate 12 retail stores and have a strong online presence. The company offers sporting equipment, camping gear, recreational equipment, clothing, shoes, and a variety of related accessories.

In recent years Decathlon had introduced a card based loyalty program “Sportpas” which was a discount led transactional program. It was felt the scheme needed to connect beyond discount, and it needed to engage with their customers on a level that was more in-keeping with their core company ethos – passion for sport.

To build on this the objective, and become brand story tellers, the loyalty scheme needed to develop and position Decathlon to more than just a sporting goods retailer, but also become a ‘sports experience’ provider.

The objectives were centred on developing a personal relationship with customers in line with the overall brand positioning.

Solution
The revamped scheme offered a free sport experience with every €200 spent. For context, this new scheme meant customers could claim a higher value reward by spending half of what was previously required. With the value of the free sports experience ranging between €15 and €20, this proved to be far more significant and rewarding for their customer base, increasing brand engagement significantly.

There are currently 616 sports pass venues available on scheme today, and they include sports such as Judo, Golf Indoor Climbing, Ice Skating, Tennis and even Ballet! These rewards are refreshed seasonally, and the target is to have these rewards no more than 20km from any Decathlon store.

Industry Recognition
The success of the campaign has been recognised by being shortlisted for the following awards
  • Shortlisted: Loyalty Magazine Awards 2018, Best Loyalty Programme of the Year - Non-Food Retail
  • Shortlisted: Loyalty Magazine Awards 2018, Best Coupon/Voucher based Loyalty Programme