Experiencing the Brand Doesn't Stop at Buying a Product

If one of our products is rated below three on five, the item is withdrawn from sale to make improvements. James Fernandez, Performance Marketing Leader at Decathlon Indonesia speaks about how to make customer feedback count.

Reading Time: 4 min 


  • With over 2,080 stores in 56 countries, Decathlon stands as one of the largest retailers in the world. Decathlon entered the Indonesian market in 2017. It follows a consistent tried and tested model around the globe.

    Experiencing the Brand Doesn't Stop at Buying a Product Mug Shot

    Martechvibe spoke to James Fernandez, Performance Marketing Leader at Decathlon Indonesia about what makes it work across diverse cultures.  

    Excerpts from the interview;

    In today’s commoditised market – how can brands create more value for customers to keep them loyal?

    At Decathlon, we want to build a long-lasting relationship with our customers, getting customers feedback, getting customer’s impressions, talking to them, sharing a passion we have in common, supporting, motivating and helping. Experiencing DECATHLON doesn’t stop at buying a product. Satisfied or satisfied is our priority!

    When you post a review about one of our products or one of our services, everything is sent to the teams directly concerned (product manager, store manager…). We are committed to answering 100% of negative reviews. Our customers’ feedback is important to us and contributes to improving the quality of the products and services we offer to them!

    And to prove that our customers feedback matters, if one of our products is rated below ⅗, the item is withdrawn from sale to make improvements. And for products with a rating lower than 3.5/5, we promise to continually make improvements to make you satisfied.

    Also Read: Emphasise Experience Over Price

    Why do customers churn, and what can make them stay?

    In sports retail, there are many factors that make customers churn, from my perspective as a performance marketing person one of the many reasons is lack of personalisation because customers appreciate personalised recommendations and offers so it’s important to implement data-driven strategies to make their shopping experience more tailored.

    So to make them stay, we absolutely have to focus on exceptional customer experience by providing a seamless, enjoyable shopping experience both online and in-store (Omnichannel). Focus on user-friendly websites, easy checkout processes, and helpful customer service. Also utilise data analytics for targeted and personalised marketing campaigns. And we can keep our customers informed about new arrivals and special promotions.

    Which metrics or indicators do you use to assess the success of retention marketing initiatives?

    From my perspective, these are range of key metrics and indicators to measure the effectiveness for retaining customers:

    Customer Retention Rate (CRR): We can use this metric to track the percentage of customers who continue to make purchases over time. A rising CRR is a clear indicator of successful retention marketing.

    Churn Rate: For the churn rate, we can measure the percentage of customers who stopped purchasing from us. A declining churn rate is a positive sign.

    Average Order Value (AOV): Keep looking for an upward trend in AOV among retained customers shows that they are not only coming back but also spending more with us.

    Customer Lifetime Value (CLV): By calculating CLV, we can estimate the total value a customer brings to the business over their lifetime. An increase in CLV indicates effective retention marketing.

    Email Open and Click-Through Rates: Tracking how customers engage with our retention email campaigns is vital. Higher open and click-through rates signify successful communication.

    Customer Feedback and Reviews: Monitoring customer reviews and feedback provides qualitative insights into their satisfaction and areas for improvement in retention strategies.


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