Decathlon announced its new course today. There is a lot of room for digital in the course. For example, there will be a global overhaul of the web store and there will be more space for technology in physical stores.

It’s all part of Decathlon’s new brand strategy. ‘Move People Through the Magic of Sport’. The company also has a new logo.

According to Decathlon, this new global strategy should provide a better customer experience with more attention to sustainability and corporate modernization.

In addition to the changes that are primarily focused on marketing, the new brand identity also means some changes in the digital area. For example, the company talks about a ‘digital first mindset’ in the area of ​​customer experience. For example, there will be a global overhaul of the e-commerce site and Decathlon’s digital supply chain has been rethought. According to the company, this results in lower transport costs, a smaller carbon footprint and shorter delivery times. The 3D Shopping app on Apple Vision Pro in the US is also used.

New web shop in the Netherlands

Dutch consumers will have to wait a while before the new webshop launches. The UK is first in line, other markets will follow later, but the Netherlands is next in line. When asked, a spokesperson told Twinkle that the Dutch webshop will launch by the end of the second quarter, sometime in the summer.

In addition, customers in physical stores will notice some changes. All 1,700 stores worldwide are being renovated, with more attention being paid to navigation and digital displays. The Decathlon branch at Amsterdam ArenA is the first in the region.

Finally, Decathlon also invests in sustainability. This is ‘paving the way’ for new business models based on circularity. In concrete terms, this means that the product life is extended across the entire product range and that customers can reuse, repair and recycle the same product.