Decathlon reverses the names of three Belgian cities to promote “reverse shopping”

Decathlon, a major sporting goods retailer, decided to reverse its name for a month to promote reverse shopping. From now on, establishments in three Belgian cities will display a sign saying “NOLHTACED”!

The points of sale in three Belgian cities – Evere, Namur and Ghent – have changed their names.

Decathlon reads “NOLHTACED” when spelled backwards, and the company hopes this marketing strategy will inspire customers to engage in “reverse shopping.”

Reverse purchases primarily involve buyers returning used or unwanted sporting goods to the retailer, who will then repair the item and resell it to some extent while still under warranty. The action aims to increase public awareness of activities beneficial to the environment.

The fact that Decathlon is taking all the sports equipment and not just the items that customers have bought from it is another important feature of this decision.

With more than 1,600 sites worldwide, Decathlon is a French sporting goods distributor. The company entered the Indian markets in 2009 after being founded by Michel Leclercq in 1976.

Many international companies, mainly Western ones, abandoned Russia after the start of the Russian invasion of Ukraine in February this year.

Decathlon decided to continue business as usual, which drew heavy criticism and a boycott from customers. Decathlon said on March 29 that all of its operations had ended and none of its stores remained open.

(With agency contributions)


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