Published on Tuesday November 5, 2024 at 4:44 p.m.
If you haven’t yet, expect your Decathlon to change its look in the coming weeks.
The brand has already changed its logo and slogan. No longer say “in good shape” but “ready to play”. A change that is not just cosmetic. Decathlon is now profiling itself as a sports brand in its own right and no longer solely as a chain of stores. To achieve this, the “equipment manufacturer” simplified its brands. We went from 70 to 13, all water sports are now grouped under the Tribord brand for example. Question of readability.
For the customer, the most visible sign of this change in strategy is the arrival of an Ikea-style route in stores. From the entrance, a showcase area with the “hits” of the moment will welcome visitors, then Decathlon has grouped all its “services” into a counter (repair, repurchase and rental). Then, the customer embarks on a marked circular route which will take them from sports area to sports area.
Decathlon management assures us, it is not a copy and paste from Ikea. If the Swedish giant hides a series of articles from different sections in its demo spaces, Decathlon groups together all the articles of the same discipline in a single area. For those in a hurry, the football section is at the end of the route, after having explored the entire store.
Belgium
