Decathlon, in October, is undertaking a communication initiative in Belgium in which the retailer has renamed itself ‘Nolhtaced’ (‘Decathlon’ in reverse) in order to raise the public’s awareness about the possibility of retailing in the ‘opposite direction’. With this concept, the chain aims to buy products from its customers that they no longer use.
The name displayed on the retailer’s e-shop, social media channels and above the entrance to three of its Belgian branches at Namur, Ghent, Evere for a month will be ‘Nolhtaced’. Now customers buying at Decathlon know the firm’s commitment to their satisfaction, replacing a damaged purchase with another of the same model. The retailer hopes its new policy will encourage more people to do business with it.
“The goal is to reuse as much equipment as possible to reduce the impact on our environment and avoid waste. Decathlon’s second-hand product range will also allow less fortunate consumers to buy quality sports equipment at a lower price,” said Decathlon Belgium in a press release.
Decathlon’s new pre-owned business model has been very successful, especially in Belgium. “At first glance, this name change might look like a mere marketing initiative, but our goal is primarily to make our buy-back service known to as many people as possible,” said Arnaud de Coster, Head of Decathlon’s second-hand products in Belgium.
The retailer’s bestselling second-hand items are children’s bicycles, mountain bikes and fitness equipment; apparel and footwear are also popular. “It’s less about owning and more about using. This also means that we need to design our products so that they can last as long as possible,” added Joeri Moons, the retailer’s Development Director at Belgium.
