Project | Decathlon

Growth NPS +21

THE CHALLENGE

Decathlon has been founded in 1976 in Lille, France. Since then it has expanded to numerous other countries such as the UK, Belgium, France, and the Netherlands. It is a fast growing retail company with well organized processes and promising financial results. However, the Customer Experience could be improved. Mystery visit results show the urgency to improve the service level of employees. Decathlon Netherlands aims to train all their staff to make the customer experience leading in behavior, company culture and leadership in the 11 stores in the Netherlands.

THE SOLUTION

Decathlon has been founded in 1976 in Lille, France. Since then it has expanded to numerous other countries such as the UK, Belgium, France, and the Netherlands. It is a fast growing retail company with well organized processes and promising financial results. However, the Customer Experience could be improved. Mystery visit results show the urgency to improve the service level of employees. Decathlon Netherlands aims to train all their staff to make the customer experience leading in behavior, company culture and leadership in the 11 stores in the Netherlands.

THE RESULT

  • The percentage of customers greeted at stores increased from 25% to 46%
  • The NPS in the summer of 2016 of -9 increased to +13 in December 2017
  • 10% more customers experienced the desired behaviour at the end of 2017

DECATHLON SOLUTIONS

Performance Solutions offers a wide range of solutions. From (experience) concept development to training & coaching. From social & mobile learning solutions to customized bite-sized training content & gamification. Below you’ll find an overview of solutions we offered at Decathlon.

Performance Solutions - Reverse Thinking Engineering - Solutions

Reverse Engineering

Reverse Thinking & Engineering turns your customers into loyal fans, and employees into passionate brand ambassadors. We offer Reverse programs as:

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InProve Mystery Shopping

Customers expect your brand to be an experience, an emotional journey, that starts with the first telephone conversation, the welcome at the reception or when entering a shop. The customer contact has become as important and as your product itself. But how do you know whether your customers’ experiences meet their expectations and fulfill your defined brand promise? InProve measures the quality of your company’s service based on criteria tailored to your requirements. InProve enables talent improvement and development of your employees. InProve helps you to detect your employees’ potential and entices them to give their best each day!

  • Helps to find and close the gap between brand promise and brand experience.
  • Supports purposeful talent development.
  • Choose from three auditing methods for Mystery Quality Checks: Mystery Checks, Mystery Calls, MICE Sales Cycles.
  • Consulting and trainings can take place on site or via tele-coaching.
  • Our online reporting tool Performatrix offers clear and mobile access to your results and benchmarking.
  • InProve is available worldwide in a variety of languages.
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About Decathlon

At Decathlon, our aim is to make sport accessible for the many and we live by this phrase in many forms, including in store and through our events. In store, we ensure that our products are available to test and try, so people can get a feel for the product before making their decision. In some of our stores, we have a golf simulator for customers to test out the clubs, bouldering walls, putting greens and a dedicated skating area.

Decathlon makes an effort to enable children to access sport. In Thailand Decathlon built a sports hall for a orphanage with children who either have HIV or whose parents died because of HIV. This allows children to rediscover the ‚joy of life and laughing through the power of sport. In 2016, Decathlon UK launched the Running Series event, which saw 14 races take place in 12 different stores and over 7,000 people entered. The event is FREE and will continue to be FREE if you have a Decathlon card and you also receive a Goody Bag worth £10, upon completion of the run, which includes the race t-shirt.

The event saw a variety of ages and abilities participating, we had people running with push chairs, wheelchairs and some runners with dogs.This is a true example of us living up to our motto of making sport accessible for the many. The average 5k race would cost around £10/£15 and for someone new to the sport, could be put off by this. Therefore, by us offering it for FREE, we were able to replace this challenge for many people.

The 1st event of the series was held in Warring- ton, which saw over 250 people participate, which started and ended from the front of the Decathlon Warrington store. The final event of the series was in Belfast, Northern Ireland, which was a 10k race and over 1,000 runner entered this event, a great family day out, with entertainment and activities for everyone.