Circular Services are redefining the sports retail giant

SERVICES

Circular roadmap, user journey mapping, service design, narrative development, communication strategy, content creation

GOAL

In the long term, growth within planetary boundaries and with continuous emission reduction can only be achieved by strengthening services instead of selling new products. We supported Decathlon in launching its Circular Services in Germany. 

Problem

As one of the world’s leading sports equipment manufacturers and retailers, Decathlon recognized early on that the expectations of customers and regulators for sustainable business practices would rise significantly. The company wanted not just to react, but to actively shape the future — by pioneering circular business models such as repair services, buyback programs, and second-use offerings. At the same time, it was essential to overcome existing barriers: services around repair and reuse had to be made at least as convenient, accessible, and attractive as buying new products in order to gain market acceptance and unlock new revenue potential.

Circular services create new, resource-light business models that strengthen customer loyalty.

Lösung

Together with Decathlon Germany, we developed an integrated strategy for the launch and scaling of the Circular Services. Through a comprehensive process, we optimized the customer journey along the new offerings, adapted internal processes, and crafted a strong, emotional narrative that clearly communicates the values and benefits of the Circular Services.

In addition to the strategic alignment, we supported the rollout across all relevant channels: the Circular Services were given equal visibility alongside new products in the online store, emotionally staged at the point of sale, and promoted through targeted communication initiatives. Through workshops, user journey mapping, and testing, we ensured that the services became easy to access, intuitive, and tangible from the customer's perspective — seamlessly integrated as a natural part of the shopping experience.

"The Circular Services are our new flagship — their success is therefore crucial for our group. With NEW STANDARD.S, we were able to set them on the right track and communicate them effectively."

– DECATHLON

Impact

The launch of the Circular Services proved to be a real growth driver. Within a short time, Decathlon recorded over 120,000 repairs, achieved a 4.7% increase in revenue, and doubled customer loyalty: customers who used Circular Services returned twice as often and spent twice as much on average compared to others.

Beyond that, the initiative strengthened Decathlon’s image as a responsible and innovative brand. With the opening of new workshops across Germany — which now also repair products from third-party brands — Decathlon is clearly positioning itself as a pioneer in sustainable sports services, ambitiously pursuing the goal of becoming the number one destination for repairs in the German sports retail market.

We develop effective strategies, meaningful actions and new narratives for our clients. Let's talk about your circular future - we look forward to your project request.