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The concept of idea laboratory stores is not new. Decades ago it was done by department stores. This past decade, several retailers have done it. We’ve seen it digitally, a lot. But Decathlon incorporates elements that I find very interesting, and that give us intuitions of what some stores will be like in the future.

The worst: the chosen name: Decathlon Go. They had a trillion names to choose from, and they chose something that makes them the B copy. It’s a shame, and a mistake. And even more so coming from people with a huge talent like the people at Decathlon.

6) Co-creation.  DX has a great space to accommodate internal teams and customers to co-create products. We have also seen this, but I really like the fact of dedicating a space in the store, with bleachers, or agora, which in the end does not belong to Decathlon, but is available to the ideas of customers. An agora to give opinions, to criticize, to be a tribe.

In short, an interesting concept that we like. And above all, we like the fact that it is carried out by one of the retailers that has shown the greatest desire to reinvent itself, to try, to err, to rectify, to explore new paths… And always with the objective that its customers, the people who love sports, have the best possible experience.

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The French sports retail giant, despite seeing its sales drop by half in the second quarter, goes on the attack: it rents bicycles, enters the superstores and introduces a new store concept.

In addition to sports, people wanted to be comfortable at home. They no longer needed jeans and dresses, but sweatshirts and sweatpants. Decathlon was once again one of the retail distributors that was able to respond best to the needs of the times.

In addition to direct sales to customers, Decathlon has signed agreements with companies to include its products in other physical spaces outside its own stores. An example of this was the alliance with the French supermarket group Casino, which offers, alongside yoghurts and fruit, the French sports retailer’s bike helmets and swimming goggles. A virus-driven hybrid trade that can generate a win-win for both brands. And yet another proof that sport today is present everywhere and in every business.

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The collection will be sold exclusively in more than 1,200 Decathlon stores worldwide and online through Decathlon.com. The products will be available for pre-sale starting next March, ahead of the official in-store launch in April.

“We are excited to partner with Decathlon, a leading sporting goods retailer with a global impact. Through this partnership, NBA fans and basketball players around the world will have access to an exciting and innovative range of products to help them get into the game,” explained NBA EME Director of Global Partnerships Steve Griffiths in a statement.

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– The Decathlon loyalty card, will give you the possibility to register all your purchases, every time you make a purchase and swipe the Decathlon card, it will be registered on your card and you will be able to make changes and returns without having to keep the ticket.

– Exclusive advantages in ski equipment: 5% discount on ski equipment rental through www.skimium.es. In addition, if you buy your skis or snowboards at Decathlon, you get a free sharpening/waxing.

– Financing. Decathlon San Juan de Aznalfarache also offers you the option of financing your purchases, so you can enjoy more flexibility, you can pay your purchases in 3 months WITHOUT INTEREST, you can also finance your purchases in 5, 10 or 20 months. Find out more at the store.

Don’t forget to swipe your Decathlon loyalty card when you make a purchase to receive points!  Automatically when you reach 400 points a 6€ check will be generated and sent to your email and…