They want to help, inspire and guide people through sports experiences. “DECATHLON MAKES SPORT ACCESSIBLE FOR THE MANY.”ĭecathlon’s main mission is to make sport accessible to as many people as they can. Let’s explore together the one from Decathlon: If you want more information, check the example for Apple. Long story short, people don’t buy a product for its features but rather because it solves a problem. : Decathlon’s Strategy mapped out on the Growth Marketing Canvasĭecathlon growth foundations The golden circle of DecathlonĮver heard about the golden circle from Simon Sinek?.A list of tools used by the marketing team.Conversion rate optimisation for the homepage.The “be everywhere” distribution strategy.The community “validation first” tactic.The “hyper-specialist” product strategy.The product DNA (and the genius market strategy behind it).Sidenote: Since we’re writing this blog post in English and although the online strategy might differ from one website version to another, we decided to run the audit based on the U.K website. We mapped out the whole strategy on the Growth Marketing Canvas! We took a look at what they’re currently doing in terms of digital tactics and audited their customer journey! In this article, Thomas and I have analyzed Decathlon’s growth marketing strategy. Proud of this European growth story, we decided to create a case study. Well, the answer is quite simple: By developing their own brands and selling them to the masses…Īll of that with high-quality products and sold at the most affordable price!īy doing the exact opposite of their competitors, most of whom act as simple distributors, they are now able to compete with giants like Amazon, Adidas or SportsDirect. By providing a seamless experience both online and offline, they have become the largest sporting goods retailer in the world with a two-digit turnover growth for the past 8 years. That’s the total online sales Decathlon generated in 2018.Īnd it only accounts for 4.5% of global sales generated in France. We are impressed by their phenomenal growth these last years.We decided to choose Decathlon for 3 reasons: We conducted this analysis without access to their data. Before we begin, we want to emphasise the fact that Decathlon is not (yet) one of our clients.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |