Frequently Asked Questions
Decathlon Canada temporarily made one of its best-selling running shoe models non-returnable in January to reduce returns and encourage follow-through on New Year fitness goals.
The condition was integrated into the e-commerce purchase flow, where customers had to acknowledge the shoes could not be returned before completing checkout.
Customers who kept the shoes until February received 1,000 loyalty points, redeemable for future purchases within Decathlon’s loyalty ecosystem.
Returns create major logistics and margin costs. By introducing deliberate friction at the point of purchase, Decathlon filtered impulse buys and improved intent-quality.
That policy and UX can be powerful marketing tools: clear rules, contextual timing, and a fair reward can shift behavior more effectively than generic motivational messaging.
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