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Decathlon has a new look almost half a century after its founding. “We want to make the wonderful world of sport accessible to everyone,” explains boss Barbara Martin Coppola (48). These are big words. In fact, when the president of the Decathlon group says “everyone”, he even means those who do not do sports at all. But they want to exercise and they don’t have a lot of money in their pockets. This message surrounding the two-hour PR event was broadcast online to an international audience on Tuesday. Video clips show what the French sporting goods giant wants to change.
In the future, amateur and elite athletes will be able to find their way more easily in huge Decathlon stores. It is planned that 1,700 stores worldwide, including those in Switzerland, will be equipped with completely new facilities in the coming months. This also explains why dusty and outdated-looking Swiss branches, such as those in Winterthur’s Grüze industrial area, have not yet been converted.
Ikea and On Mix
From a marketing standpoint, it continues: The redesigned stores “will offer customers intuitive navigation, better product visibility, attractive physical and digital displays, and an aesthetically pleasing atmosphere.”
The visually typical Decathlon blue is no longer available everywhere. There is a new logo that is expected to represent Orbit and will be placed on all products in the future. Across its entire product range, the sports company wants to make it possible for customers to complement their purchases with insurance, upgrades, returning used items to the Decathlon occasional market (“Second Life”) and connecting with the relevant sports community.
This offering brings to mind blue furniture giant Ikea or sneaker company On. Both have long relied on these sales drivers. From this perspective, Decathlon’s move is nothing new, but it is clearly a necessary step in the fight to attract customer attention.
Source :Blick
I’m Tim David and I work as an author for 24 Instant News, covering the Market section. With a Bachelor’s Degree in Journalism, my mission is to provide accurate, timely and insightful news coverage that helps our readers stay informed about the latest trends in the market. My writing style is focused on making complex economic topics easy to understand for everyone.
