While there are many initiatives that companies undertake in order to promote environment-friendly practices in business, Decathlon is resorting to reverse shopping for a month, in a bid to do the same.
And to promote reverse shopping, the company will be called NOLHTACED for a month in three Belgium cities- Evere, Namur, and Ghent.
The company announced this initiative on the social media platform of Instagram, posting “This month Decathlon becomes nolhtaceD… because a Buyback action, is like shopping in reverse, right?”
What is Reverse Shopping?
Reverse shopping involves buyers giving back or returning unwanted or used items so that the company can refurbish or repair those items and re-sell them.
The goods have to be in a particular way, satisfying the criteria set by companies, to facilitate the easy repair and re-sell.
Generally, this whole process is carried out by companies to make use of existing material to satisfy and solve customer problems, thereby promoting the importance of environmentally- friendly practices.
Decathlon and Reverse Shopping
Decathlon will be accepting used or unwanted athletic items from buyers, and retailers will then repair items and resell them in any capacity they can. Only items under warranty will be accepted. In case there are products that cannot be repaired or reused, they will be directed to a recycling hub.
Under this program, Decathlon will be accepting not just products from Decathlon, but also from other brands, thus showing their commitment to the said cause. “The goal is to reuse as much equipment as possible to reduce the impact on our environment and avoid waste,” Decathlon Belgium wrote in the press release
And to promote this, the company has decided to use the word ‘NOLHTACED’, which is DECATHLON spelled in reverse. The company is using this as a part of its marketing strategy, so as to inspire customers to engage in reverse shopping.
About Decathlon
Decathlon is a leading French athletic goods retailer, which was founded by Michel Leclercq in 1976. The brand entered India in 2009 and has 70 stores in the country that sell over 500 products. Globally, there are more than 1600 stores of the French brand.
Sources:
https://www.hindustantimes.com/business/decathlon-reverses-its-name-to-nolhtaced-in-3-belgian-cities-here-s-why-101665680058894.html
https://indianexpress.com/article/lifestyle/life-style/decathlon-changes-name-nolhtaced-belgium-reverse-shopping-8205620/
https://www.wionews.com/sports/decathlon-reverses-name-in-three-belgian-cities-to-promote-reverse-shopping-525283?fbclid=IwAR1iYC7FMPE9vlp-sXwhYoEy-a7JW9QUyB6bjIt9MBfa0BwsivnUC8N277Q
