Decathlon opens members-only store

The product range on show will alter every ten weeks.

France-based sporting goods retailer Decathlon has launched a novel store strategy by creating an outlet – called ‘DX’ – that is reserved specifically for members of its customer loyalty programme. Located close to its corporate headquarters in Villeneuve-d’Ascq, near to the city of Lille, the store is intended to provide loyalty programme members with advanced access to what the company calls ‘the retail of tomorrow’. Starting with children’s footwear, Decathlon aims to devote the DX store to a specific range of products at one particular time – a focus that will change every ten weeks.

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This article was originally published on page 3 of the November 2020 issue of SATRA Bulletin.

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