2024-03-12 16:27:38
Logo, slogan and sports shops
Decathlon boss announces major renovation of the branches
Almost 50 years following its founding, Decathlon is now getting ready for the next half century. Blick knows what’s new at the French sports giant, which also operates numerous branches in Switzerland.
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Visualization: new look for the Decathlon branches.
Ulrich Rotzinger, head of economics
Almost half a century following it was founded, Decathlon has given itself a fresh appearance. “We want to make the wonderful world of sport accessible to everyone,” announces boss Barbara Martin Coppola (48). Those are big words. By “everyone,” the head of the Decathlon group even means those who don’t do any sports. But they want to exercise and don’t have a lot of money in their pockets. This message surrounding the two-hour PR event was streamed online for 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 around the huge Decathlon stores more easily. The 1,700 stores around the world – including those in Switzerland – are to be equipped with completely new facilities in the coming months. This also explains why the dusty and outdated-looking Swiss branches – such as those in the Grüze industrial area in Winterthur – have not yet been converted.
Mixture of Ikea and On
In marketing terms, it goes on to say: The redesigned stores will “offer customers intuitive navigation, better product visibility, attractive physical and digital displays, and an aesthetically pleasing atmosphere.”
Visually, the typical Decathlon blue is no longer so omnipresent. There is a new logo that is supposed to represent the orbit and will be emblazoned on all products in the future. Across the entire product range, the sports company wants to make it possible for customers to round off their purchase with insurance, upgrades, returning used items to the Decathlon occasional market (“Second Life”) and connecting with the respective sports community.
This offer brings to mind the blue furniture giant Ikea or the sports shoe company On. Both have been relying on these sales elements for a long time. In this light, the Decathlon offensive is nothing new, but it is obviously a necessary step in the fight for customer attention.
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