Offering practical and eco-friendly services

So as to ensure that its product ranges fulfil user expectations as effectively as possible, Decathlon is reinforcing its “satisfied or satisfied” strategy, whereby any product not scoring a minimum user satisfaction rating must be either corrected or withdrawn from sale.

If products are damaged, our workshop teams take over, and repair them. Other initiatives are being drafted, including plans to offer services promoting the collaborative economy and a scheme to collect used clothing so that it can be given a second life.

Useful services
in 2016

A summary

• We developed a strategy whereby any product scoring an average user rating of less than 3/5 is withdrawn from our stores.

• We are encouraging the circular economy by launching a national collection scheme for cotton clothing, and a recycling network.

Our user satisfaction
Average rating given to workshop services /5

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In %

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Focus
« Projet Rewind »

In 2016, teams launched a circular economy project, which aimed to convert donated cotton clothing back into Decathlon products, by harnessing various recycling systems. The method involves combining recycled cotton with pure cotton, preferably sourced from organic farming or from the BCI . Socks, beach towels and T shirts have already been produced using this process.

25 stores in France participate in this project by collecting used clothing.

“Every year in France, 600,000 tonnes of clothing are thrown away. Just 150,000 tonnes are recovered. In 2020, in view of future regulations and other influences, we will need to be prepared to recover 50% of this total, which equates to at least 300,000 tonnes of clothing. Making new from old is a complex process, given that we must maintain high quality standards.”

NAGY BENSID
NAGY BENSID
Rewind project manager
AURÉLIEN MICHEL
Users are influencing our ranges
Meeting with AURÉLIEN MICHEL
User reviews manager

Decathlon gives its users the opportunity to assess their experience by awarding it a score (from 0 to 5 stars) and leaving a comment about the products.

To reinforce the “satisfied or satisfied” strategy in France and Portugal, teams decided in 2016 to withdraw from the shelves any products scoring a user rating of less than 3 out of 5.

How many products have been withdrawn from sale since this commercial policy was
launched ?
We withdrew a total of 20 models, accounting for around 0.2% of all our products. This has
cost the group around €350,000.
What resources have been used for this initiative ?
Over a hundred people from within the company have worked on this scheme, given that it
involves product managers, product engineers and sometimes brand communication
managers and production teams.
What was the result of this operation ?
The main effect was that teams became more aware of the impact and importance of users'
opinions. The scores they gave us were an indicator of the trust they place in our products.
The second effect resides in the fact that the operation illustrates the scope of the efforts
conducted by the whole product development value chain to make our product ranges even
more appealing.