Case study: The numerical assessment of We Play Circular by Decathlon
Decathlon has set up We Play Circular, a monthly subscription allowing customers to use the whole range of a store. Luc Teerlinck, founder of the system, gives an update on the results obtained during the test carried out in Belgium. Next step: the launch of a 2nd phase with 2,000 customers.
Article written by Sophie Baqué and published on April 29, 2022
Background. Committed to reducing a carbon footprint, the Decathlon Group has set out to transform its model. With “We Play Circular”, it tested a more sustainable model, linked to the economy of use.
The device. For 8 months, from March to November 2021, the “We Play Circular” test was in stores of Brussels and Antwerp. The idea was to offer families a subscription to Decathlon for €20 to €80 per month and to use all types of sports equipment like soccer shoes, tents, kite-surfing, kayaks or clothing.