How Fnac Darty intends to deal with Amazon

The group Fnac Darty wants to better resist the growing power of his rival american Amazon with a new loyalty program announced Monday, which must create “an ecosystem of services for its customers.

On the occasion of 60 years of Darty, the group announced in a press release the launch of a map called Sky+, available on subscription at a price of 49 euros per year, and with which he hopes to “capitalize on the success of the program Fnac+, launched in October 2016” : according to the group, the subscribers Fnac+ spend two times more than other customers of the chain.

What are the advantages for holders of the cards Fnac+ and Sky+

Amazon made an observation similar to the members of its own loyalty program, Amazon Prime, whose subscribers seem to be encouraged to remain in the ecosystem of the giant american and to buy more in shops online than other internet users. In a study made public in November 2016, the us firm CIRP was estimated that in the United States, subscribers to Premium spent on average $ 1,200 (1.025 euros) per year, compared to only 600 (510 euros) for a non-member.

The holders of the cards Fnac+ and Sky+ have access to the same-day delivery in the two brands, as well as unlimited technical support for the customers Sky+.

Since one year, the renewal of Fnac Darty

Considering that the requirements of the customers in terms of services are becoming more and more strong, “with, in particular, requests slots (delivery) more accurate”, the group Fnac Darty wishes to “accompany what is now a standard of the market”, explains to the AFP Alexandre Viros, director of marketing and e-commerce at Fnac Darty.

“Beyond the delivery, it creates an ecosystem of services”, says Alexandre Viros, stressing that the company is “engaged in a battle of loyalty to (his) clients, in a highly competitive environment”.

As a reminder, last year, the company has doubled its size, with the marriage between Fnac and Darty, and has experienced a total change of management team, with the departure of Alexandre Bompard, and then the announcement of the sale by Artemis, the holding of family Pinault, its 24,33% participation in the capital to Ceconomy, a subsidiary of the German distributor Metro.

Today, Fnac Darty achieves an annual turnover of 7.41 billion euros and has a network of 689 stores in nine countries, including 479 in France.

(with AFP)

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