Pioneer Decathlon store opens for members only
Sports retail group Decathlon has opened a new store exclusively for members of its customer loyalty programme. The store, which it has called DX, is located close to its corporate headquarters near Lille.
Decathlon said on launching the idea that it wanted to give loyalty programme members early access to “the retail of tomorrow”. It said this set-up will allow it to inform customers much more fully about the qualities of its products and make it clearer to them what is on offer for their money. Decathlon said this would allow it “to expose and explain the true value of our productions, making the invisible visible”.
It will devote DX to specific ranges of products at a time to make this special focus clearer. This has started with children’s footwear. The product focus will change every ten weeks.
