{"id":182014,"date":"2024-03-14T00:00:00","date_gmt":"2024-03-13T23:00:00","guid":{"rendered":"https:\/\/sportbiz.ch\/news\/decathlon-nouvelle-strategie\/"},"modified":"2024-03-14T00:00:00","modified_gmt":"2024-03-13T23:00:00","slug":"decathlon-nouvelle-strategie","status":"publish","type":"news","link":"https:\/\/sportbiz.ch\/fr\/news\/decathlon-nouvelle-strategie\/","title":{"rendered":"Decathlon - nouvelle strat\u00e9gie"},"content":{"rendered":"

L’entreprise r\u00e9duit la multitude de ses marques propres de plus de 70 pour 100 sports \u00e0 douze univers sportifs afin de rendre l’offre plus claire pour les clients. Avec une nouvelle identit\u00e9 visuelle et un logo jusqu’ici inconnu, Decathlon souhaite \u00e9galement rendre ses produits plus d\u00e9sirables. L’objectif est que les clients ne se contentent pas de conna\u00eetre les marques, mais qu’ils les aiment aussi. <\/p>\n

La plus grande cha\u00eene de magasins d’articles de sport au monde, qui exploite 33 magasins en Suisse, souhaite \u00e9tablir la marque Decathlon en r\u00e9duisant consid\u00e9rablement son portefeuille de marques propres et en adoptant un nouveau logo. L’entreprise pr\u00e9voit de lib\u00e9rer tout le potentiel de la marque pour rendre le sport accessible \u00e0 tous, en introduisant un nouveau portefeuille de marques simplifi\u00e9 comprenant neuf secteurs sp\u00e9cialis\u00e9s et quatre marques expertes. <\/p>\n

Les secteurs sp\u00e9cialis\u00e9s comprennent des marques propres telles que Quechua (sports de montagne), Tribord (sports nautiques et sports de vent), Rockrider (cyclisme en plein air), Domyos (fitness), Kuikma (sports de raquette), Kipsta (sports d’\u00e9quipe), Caperlan (sports de nature), B’twin (mobilit\u00e9 urbaine) et Inesis (sports de pr\u00e9cision). Parmi les marques expertes figurent Van Rysel, Simond, Kiprun et Solognac. <\/p>\n

Au cours des prochains mois, plus de 1.700 magasins dans le monde seront \u00e9quip\u00e9s d’un tout nouvel am\u00e9nagement afin d’offrir aux clients une navigation intuitive, une meilleure visibilit\u00e9 des produits, des affichages physiques et num\u00e9riques attrayants et une atmosph\u00e8re esth\u00e9tiquement agr\u00e9able.<\/p>\n

L’entreprise bas\u00e9e \u00e0 Villeneuve-d’Ascq veut orienter davantage son mod\u00e8le commercial vers le d\u00e9veloppement durable et pr\u00e9voit de r\u00e9duire ses \u00e9missions de CO\u2082 de 20% d’ici fin 2026 et de 42% d’ici fin 2030. Au plus tard en 2050, Decathlon vise l’objectif net z\u00e9ro. L’entreprise a d\u00e9j\u00e0 obtenu des r\u00e9sultats en augmentant l’an dernier son chiffre d’affaires pour la deuxi\u00e8me ann\u00e9e cons\u00e9cutive tout en \u00e9mettant moins de CO\u2082, ce qui est extr\u00eamement rare selon les experts. <\/p>\n

Decathlon a \u00e9galement fait des progr\u00e8s dans le domaine de l’intelligence artificielle (IA). La cha\u00eene d’approvisionnement num\u00e9rique a \u00e9t\u00e9 repens\u00e9e \u00e0 l’aide des meilleurs algorithmes d’IA afin de permettre des pr\u00e9visions, une planification de l’assortiment et des param\u00e8tres de stock pr\u00e9cis. Cela a permis \u00e0 l’entreprise de r\u00e9duire non seulement ses stocks, mais aussi son empreinte CO\u2082, ses co\u00fbts de transport et ses d\u00e9lais de livraison. <\/p>\n","protected":false},"excerpt":{"rendered":"

A Paris, dans le plus grand complexe sportif de France, Decathlon annonce un changement drastique de strat\u00e9gie. <\/p>\n","protected":false},"author":5,"featured_media":182016,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"categories":[126],"class_list":["post-182014","news","type-news","status-publish","has-post-thumbnail","hentry","category-marques-produits"],"yoast_head":"\nDecathlon - nouvelle strat\u00e9gie - Sportbiz<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sportbiz.ch\/fr\/news\/decathlon-nouvelle-strategie\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Decathlon - nouvelle strat\u00e9gie - Sportbiz\" \/>\n<meta property=\"og:description\" content=\"A Paris, dans le plus grand complexe sportif de France, Decathlon annonce un changement drastique de strat\u00e9gie.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/sportbiz.ch\/fr\/news\/decathlon-nouvelle-strategie\/\" \/>\n<meta property=\"og:site_name\" content=\"Sportbiz\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/sportbizbyasmas\" \/>\n<meta property=\"og:image\" content=\"https:\/\/sportbiz.ch\/wp-content\/uploads\/2024\/03\/decathlon-brand-id-store-design-4_w960_h540.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"960\" \/>\n\t<meta property=\"og:image:height\" content=\"540\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/news\\\/decathlon-nouvelle-strategie\\\/\",\"url\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/news\\\/decathlon-nouvelle-strategie\\\/\",\"name\":\"Decathlon - nouvelle strat\u00e9gie - Sportbiz\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/news\\\/decathlon-nouvelle-strategie\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/news\\\/decathlon-nouvelle-strategie\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/sportbiz.ch\\\/wp-content\\\/uploads\\\/2024\\\/03\\\/decathlon-brand-id-store-design-4_w960_h540.jpg\",\"datePublished\":\"2024-03-13T23:00:00+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/news\\\/decathlon-nouvelle-strategie\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/news\\\/decathlon-nouvelle-strategie\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/news\\\/decathlon-nouvelle-strategie\\\/#primaryimage\",\"url\":\"https:\\\/\\\/sportbiz.ch\\\/wp-content\\\/uploads\\\/2024\\\/03\\\/decathlon-brand-id-store-design-4_w960_h540.jpg\",\"contentUrl\":\"https:\\\/\\\/sportbiz.ch\\\/wp-content\\\/uploads\\\/2024\\\/03\\\/decathlon-brand-id-store-design-4_w960_h540.jpg\",\"width\":960,\"height\":540,\"caption\":\"Quelle: Decathlon decathlon-brand-id-store-design\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/news\\\/decathlon-nouvelle-strategie\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"News\",\"item\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/news\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Decathlon - nouvelle strat\u00e9gie\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/#website\",\"url\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/\",\"name\":\"Sportbiz\",\"description\":\"Schweizer Sportartikelbranche Online: ASMAS Verband Schweizer Sportfachhandel, \u00abSpaf\u00bb Verband Schweiz. 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