Decathlon's customer-centric loyalty strategy focuses on emotional, relational, and servicial aspects, moving away from transactional loyalty programs.
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[...] Décathlon implements marketing automation to increase this rate. - the re-purchase intention rate for an enrolled customer (scale of 1 to this rate measures the customer's engagement in re-purchase. It goes beyond simple loyalty program membership by measuring card usage. - effective re-purchase rate - the NPS11 or recommendation rate (scale of 1 to this rate also measures the customer's engagement but in terms of post-purchase recommendation. It is a customer satisfaction rate. Decathlon increases its recommendation potential through continuous improvement of the points for which its satisfaction rate is low (new return policy, simplified payment, etc.) ANNEX 9 - the CES12 (score of 1 to this rate also measures the customer's engagement but by preferring the operational dimension to the emotional dimension. [...]
[...] Performance Measurement: Key Indicators to Follow 6. Conclusion: Positive and Negative Critiques and Areas for Improvement The advantages of Decathlon Negative Critiques: The Challenges and Recommendations The Final Word Annexes ANNEX Decathlon vs. Intersport (Kantar Study 2019) ANNEX Membership to DOMYOS Fitness Club online courses ANNEX In-store test zones (running and paddle) ANNEX The Decathlon Villages ANNEX Marketing campaign example: The launch of JOG85 ANNEX The new loyalty program by card without points ANNEX A bad buzz at the origin of the overhaul of the loyalty program ANNEX Personalization of the platform (new loyalty program, 2019) ANNEX The Net Promoter Score (Fred Reichheld 'The Ultimate Question: Driving Good Profits and True Growth') ANNEX 10: Reenchating retail in favor of the customer experience - Example of a Lyon store ANNEX 11: The circularization of the customer journey in the store (Decathlon Villeneuve-d'Ascq) - Video Grande Conso by Olivier Dauvers Bibliography Books Webography (sites, blogs, social networks) 1. [...]
[...] The tone chosen by the Community Manager is humor and motivation. Although Instagram and Facebook allow users to buy sports articles (social shopping), the main objective is communication. It allows creating a community, animating it, making it loyal, and creating an environment conducive to dialogue around sports. - The point of sale: with more than 600 stores around the world, including around 320 in France, loyalty at Decathlon is also played out in physical retail and in-store marketing is a vector for improving the brand's capital of sympathy. [...]
[...] The fluidification of the customer journey is made possible by customer knowledge, which Decathlon optimizes by innovating. 4. Decathlon's Relationship Marketing Strategy The two relational objectives - Personalize and humanize the relationship client from the first contact (website, social networks, stores) to facilitate customer loyalty afterwards. This objective, which targets both prospects and customers (new or loyal), is based on online and offline customer knowledge, local and global, and constantly updated. - Animate and engage the community around sport : The Decathlon brand has the will to gather its prospects and customers around sports disciplines, which it deepens and develops (integration of Paragliding into the product offer in the near future)4. [...]
[...] The Decathlon down jacket priced at ?40 worn by rapper Jul in 2015 boosted sales of this item. The influence of an artist highly regarded among young people serves the brand image and profitability of Decathlon. It allows it to shift from being a bland brand to a trendy one, that is as stylish as it is functional. The marketing of rarity (drop culture) According to Nicolas Pochitaloff, a strategy consultant for Publicis Luxe, Decathlon is also riding a well-known marketing phenomenon: creating scarcity in a world of abundance, like the brands Supreme or Palace, but with a low-cost offer. [...]
