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Walking the dog just became worth gold

A loyalty activation that turns the first step into a personal one.

Inside Decathlon's loyalty programme, walking the dog is now worth just as much as a tough work-out.

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A clear ambition

Cycling to work earns points. So does taking the stairs instead of the lift.

Decathlon has rewarded Members for sports achievements since the Membership programme launched, but movement is more than an hour of sweat in the gym or a run around the block. Walking the dog deserves recognition too, just as much as a tough work-out.

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The concept

Members now earn points for everyday movement as well. Walking the dog counts for as much as a tough work-out. Cycling to work or taking the stairs instead of the lift carries the same weight. No separate sports achievement required, everyday life itself gets rewarded.

Making it work

Movement is recognised through a phone or a smartwatch. A walk, a bike ride or a work-out is registered automatically and converted into points. Members don't need to log or track anything themselves. What they already do each day counts on its own.

Making it work

Movement is recognised through a phone or a smartwatch. A walk, a bike ride or a work-out is registered automatically and converted into points. Members don't need to log or track anything themselves. What they already do each day counts on its own.

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This is where the fun begins.

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