Sports retailer Decathlon has launched a ‘middle aisle’ across its UK and Ireland channels to rival discounters.
The ‘Middle Aisle Motivators’ feature across Decathlon’s stores, website and shopping app as it aims to make an active lifestyle more affordable for families.
The aisle, typically associated with value grocers Lidl and Aldi, will offer the best prices on high-quality sports products linked with seasonal moments.
It is currently available in all of the retailer’s stores and this round features back-to-school staples such as school shoes, trainers, backpacks and water bottles. All prices are locked to cover the summer holiday period until August 30.
Data cited by Decathlon also shows that 45% of shoppers consider price as the most important factor when buying items, and this percentage actively searches for budget friendly swaps and dupes.
Decathlon UK and Ireland commercial director Ross Farrington said: “We know that keeping kids active shouldn’t come at a premium, especially with the financial pressures families are already facing around back to school.
“Our middle aisle aims to lower the price of school essentials while maintaining our same high standards for quality and safety. The introduction of the middle aisle shows our commitment to making sport accessible for all, giving more people the opportunity to buy great sports products and discover the benefits of an active lifestyle as we introduce more sports and products throughout the year.”
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