Decathlon
Long-term support in optimizing loyalty programs, advanced customer analytics and tailored communication on local markets. Business case awarded at the EMMA and Golden Arrow.
Dacathlon’s Global Loyalty Program Adaptation to CEE market – Assessment, Analytics & Implementation
Decathlon is a French sporting retailer. With over 2,080 outlets in 69 countries and regions by 2023, it is the world's largest sports goods retailer. Decathlon Group sells its products under more than 20 brands.
The sporting goods market in Europe is growing rapidly due to the increasing participation of enthusiasts in sports and fitness activities. Growth is projected to expand at 7.9% CAGR and reach
a valuation of €402.6 billion by the end of 2023. The market is also being driven by growing health consciousness and the rise of athleisure trends, which have led to an increased demand for
sportswear and footwear.
E-commerce is also playing a significant role in the growth of the market, with more consumers opting
to purchase sporting goods online.
Persistence market research:
link to website
The initial challenge of the project was to audit loyalty activities carried out so far on the local market and measure their impact on business and profitability. After an extensive analysis by our data science team, we were able to show not only the validity of the loyalty program but also determine its growth potential, indicating precisely the areas of change.
This turned into a long-term cooperation between Decathlon and Loyalty Point, in which we provide support not only in the area of loyalty program but also set new standards for the use of consumer insights and CRM across the store network.
Establishing KPIs and Performance Metrics for the Loyalty Program
Defining the goals and KPIs needed to assess the effectiveness of the loyalty program during initial workshops with the client. Selecting appropriate metrics to determine the operation of the current mechanics and evaluate the loyalty program development plan. Recognizing the horizon of available data (transactional, consumer, and communication).
Domain Discovery and Infrastructure Setup
A series of workshops with various stakeholders on the client's side to better understand all data and limitations related to working rules in the store and IT systems. An important issue for Decathlon was to know how many and what changes could bring additional income from loyalty activities. Discovering the potential of recruiting clients to the program and determining whether the frequency of communication is not too intense.
Data Science
Analysis, structuring and work based on raw data obtained from sales systems and marketing automation tools used by Decathlon. Determining whether and how much the current loyalty program earns money - audit of voucher mechanics and how it affects customer behavior. The data sample we worked on included over 1.7 million program participants with assignments with various parameters, over 16 million email messages sent and 58.8 million transactions on the Polish market.
Taking Over and Restoring the Global Loyalty Program Setup
During the project with the client, new conditions emerged regarding the global sales strategy. As a result, there was a need to recreate the functionality of the loyalty program on the local market (setup of the communication system, sales vouchers, as well as the use of CRM by employees in the store).
Maintenance and Expansion of Loyalty Activities
Improving the use of data about buyer personas in the organization (sales, marketing, and locally in stores) - this project was awarded at Golden Arrow. Ensuring performance maintenance, hosting, and constant technical development of loyalty projects.
“Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.”
Digital Director Lagardère Travel Retail
I highly recommend Loyalty Point as a strategic business partner. Whether analyzing industry dynamics or addressing complex challenges, their team consistently delivers practical and well-founded solutions.
Senior Marketing Manager
Vision Express
Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.
Digital Director
Lagardère Travel Retail
We are very pleased with the results of our cooperation. We especially appreciate the multitasking nature of the team - despite implementing several projects at the same time, complex promotional mechanisms were always ready on time.
Head of Loyalty & CRM
Decathlon
Loyalty Point consistently supports us in navigating various challenges, offering constant, professional and reliable support and tailored solutions that align perfectly with our business needs and capabilities.
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E-commerce, Marketing and Omnichannel Director
Rainbow
The vast majority of work with decathlon was focused on the technical aspect of the loyalty program setup and the analysis of its business impact and the profitability of current activities. After establishing a new setup, we can boast of some visible results.
Together with Decathlon, we have created an innovative way of using segmentation data to engage with customers in the stores. Workers responsible for specific departments in the store can communicate with their customers based on their purchasing preferences and crucial incentives. This is a solution developed based on new buyer personas developed by our data science team.
We are also responsible for e-mail communication of the Decathlon Active loyalty program. Our pro-ecological campaigns were awarded at EMMA, gaining broad engagement among Decathlon customers.
“Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.”
Digital Director Lagardère Travel Retail
I highly recommend Loyalty Point as a strategic business partner. Whether analyzing industry dynamics or addressing complex challenges, their team consistently delivers practical and well-founded solutions.
Senior Marketing Manager
Vision Express
Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.
Digital Director
Lagardère Travel Retail
We are very pleased with the results of our cooperation. We especially appreciate the multitasking nature of the team - despite implementing several projects at the same time, complex promotional mechanisms were always ready on time.
Head of Loyalty & CRM
Decathlon
Loyalty Point consistently supports us in navigating various challenges, offering constant, professional and reliable support and tailored solutions that align perfectly with our business needs and capabilities.
E-commerce, Marketing and Omnichannel Director
Rainbow
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