How Decathlon Scaled Its Circular Program with LoopOS
45%
YoY growth
15+
Sports categories
Challenge
Decathlon aimed to scale its buyback program as part of its broader circular strategy. However, the process relied heavily on manual workflows and store-based operations, making it difficult to scale across multiple product categories, partners, and locations.
- Fragmented in-store processes Operations were limited to physical stores, with no digital channel for remote customer submissions.
- Manual inventory silos The reliance on spreadsheets for tracking created operational blind spots, leaving warehouses and logistics partners without real-time visibility.
- Technical grading complexity Subjective assessment of advanced gear (e.g., e-bikes) resulted in inconsistent pricing and safety concerns.
- Reverse logistics bottlenecks Without automated routing, coordinating the movement of bulky items between stores, regional hubs, and refurbishment centers was a major logistical challenge.
- Data fragmentation Lack of real-time reporting on circular volumes, margins, and environmental impact made performance tracking difficult.
Solution
LoopOS provided Decathlon with a robust infrastructure to standardize operations, automate complex workflows, and bridge the gap between physical and digital channels.
AI-guided digital capture
A streamlined omnichannel journey that uses AI-assisted valuation and guided digital capture — reducing friction while ensuring high-quality product data from the very first step.
Omnichannel home pickup
The program was extended beyond the store through integrated home collections. Using automated zone-based routing, Decathlon can now manage logistics for bulky items with total efficiency.
Multi-partner orchestration
Configurable rules coordinate logistics providers, refurbishment partners, and internal teams across the ecosystem.
Integrated payment & reconciliation
The platform manages the financial complexity of circular flows, automating payouts and financial reconciliation per transaction, whether through vouchers or direct payments.
Dynamic pricing intelligence
By comparing buyback costs with real-time resale market values, the platform supports automated margin protection and dynamic pricing decisions.
Automated marketplace integration
Products move directly from the buyback phase to Decathlon's Marketplace (Mirakl) with no manual intervention, ensuring instant and accurate listings.
Impact
The partnership transformed Decathlon's circular ambitions into a high-performing, data-driven business unit.
Frictionless customer experience
Reliable assessments and faster digital journeys significantly increased customer trust and program adoption.
Operational efficiency
End-to-end automation across stores and partners reduced manual workload and shortened the time-to-resale (turnaround time).
Data-driven performance reporting
Real-time access to operational and financial data allows Decathlon to measure performance, track sustainability goals, and adjust operations dynamically based on actual margins.
Market leadership
By automating the bridge between second-hand intake and marketplace resale, Decathlon has solidified its position as a leader in the circular sports economy.