Robert Logožar (Decathlon): Through rebranding, we want to shape the future of the sports experience and confirm why we are market leaders

With over 1,700 stores in 70 countries and more than 100,000 employees, French Decathlon is the largest sports equipment chain in the world. In Croatia, it opened its first store in 2014 and has also become the leading company in the Croatian sports market with eight stores and over 250 employees. Robert Logožar, Marketing Executive for Croatia, Slovenia, and Serbia at Decathlon, emphasizes that they particularly care about customer experience, environmental preservation, and innovations that they bring to the market every year. However, Decathlon is also turning a new leaf in its business to continue modernizing through rebranding.

How do you assess business in Croatia over the past ten years?

– Since opening in Croatia, we have been intensively working on the development and improvement of our business and services. We have successfully implemented the company’s digital transformation project, expanding from an initial online store based solely on in-store offerings to a global webshop assortment offering over 60,000 products for more than seventy sports. Within a few days, users can enjoy their desired product. Given the fast-paced lifestyle and the impact of the coronavirus crisis, purchasing habits are changing, and we are noticing an increasing percentage of online sales. We are constantly exploring and thinking about new ways to present our products and services using new business models and concepts. We are approaching the end of classic physical expansion, i.e., opening large stores, but we might open one or two more in the next few years in areas where there is interest. With eight locations, we have covered a large part of the country, which was our goal.

How did you become the leading sports company in the Croatian market?

– Our mission is to enable enjoyment and benefits of sports for all groups regardless of age, gender, level of intensity of sports activities, and so on. In addition to offering a wide selection of equipment for all sports, for beginners and advanced, we also offer the best price-quality ratio, which is why we have positioned ourselves as the leading sports company in both the global and national markets. We particularly strive to make sports accessible to children and people with disabilities, so in our offer, you can find a wide range of affordable products for children and a part of sports clothing and equipment for people with disabilities. We understand that we have a great social responsibility towards the local communities of which we are a part because we operate there. We are committed to acting within them in socially responsible projects that connect solidarity and sports, thus putting Decathlon’s mission into practice. Because of all the above, I believe we have managed to build a loyal community of satisfied visitors and customers who love us and recognize our passion for what we do and our involvement in the communities.

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Robert Logožar

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How do you care for customer experience?

– The company’s policy is the motto ‘Satisfied or satisfied’ (Satisfied or satisfied) customer. Namely, customer satisfaction is our top priority, which is why customers have the opportunity to rate their shopping experience in stores or online. We measure satisfaction at all touchpoints and offer a two-year warranty on all our products. There are customers who like to come to the store and try products, while others prefer online shopping, and our task is to offer all options to meet the needs of each of them. Therefore, in addition to classic home delivery, we have introduced various ordering and delivery options such as Click and Collect, e-reservation, and pick-up locations throughout Croatia. At the beginning of this year, we also introduced self-service checkouts in stores and are in the final stages of preparing a global loyalty program and developing a companion mobile app for our registered users, which will provide customers with a completely new, enhanced shopping experience with many benefits that the program offers.

Why do you invest so much in innovation? What are the most important innovations?

– Our innovative approach to sports is one of our core strategies and what sets us apart from others. In our center for research on the human body in motion, we constantly develop existing or create new products to make sports even more accessible and enjoyable. We listen to both reviews and suggestions from our customers and employees and refine products accordingly, bringing innovative solutions for a more accessible and simpler sports experience. Every day, more than 850 engineers and 400 designers tirelessly conceive, create, design, and test new materials and products. The result is a set of revolutionary sports solutions. Among the most notable innovations, I would highlight 2 seconds, a tent that sets up in two seconds; Easybreath, a snorkeling mask that covers the entire face and provides a panoramic field of view; and an adjustable table tennis net that adapts in seconds to any flat surface so you can enjoy the game wherever you want.

What do sustainability and environmental preservation mean for your company?

– Since our playground, or the place where we engage in sports, is actually every corner of the Earth, we want to protect and preserve it by favoring a sustainable sports experience in our business. Sustainable development and environmental preservation are important steps in our business and one of our main commitments. We take our responsibility towards sports and the Earth seriously, so our current efforts are focused on ensuring that by 2026, 100% of our brand products are designed with a lower environmental impact. We strive to anticipate and respond to the challenges our society faces to preserve the world for future generations. We have set ourselves ambitious goals in overcoming sustainable development challenges that we want to achieve globally, but we also give our, as we like to call it,’small’, yet significant contribution that directly impacts the community and much wider. We also offer various services in stores that contribute daily to extending the lifespan of sports equipment, thus reducing the amount of discarded products.

Now comes the rebranding. What does this new business chapter bring?

– Almost half a century after the company’s founding, we have evolved into a sports brand shaped by sports innovations, a commitment to sustainability, and a passion to offer the best sports experiences for everyone. Sports help us reconnect with our humanity and the Earth. We took the moment to ask ourselves who we really want to be and why we exist as a company. Through rebranding, we will unlock our full potential by offering a new, simplified assortment, making it easier to find the best equipment while considering all levels of intensity of sports activities. The world around us is changing rapidly, and sports are needed by people today more than ever. We want to shape the sports experience of tomorrow. We have created a new strategy for the concrete development of many aspects of our business. This includes refining our customer experience, accelerating our move towards sustainability, and modernizing our company. None of this is possible without our people. We want our teammates to contribute to our shared purpose of making the world a happier and healthier place. Our new logo symbolizes openness, and the new shade of blue represents Decathlon’s credibility as a brand. The new identity will bring joy, emotions, and convey strong values of inclusivity. Stores will adopt a circular plan, offering our customers intuitive navigation, increased product visibility, engaging displays, and an aesthetically pleasing atmosphere. The shopping experience will be simplified and unforgettable. Our new slogan and the question we ask the world is – Ready to play?

Learn more about Decathlon’s rebranding here

Content created in collaboration with Decathlon.