Fnac celebrates 25 years in Spain. We spoke with its Director of Ireland Email Address Marketing and Communication. He confesses that the company is “in a phase of innovation. It is increasingly necessary to improve the customer experience, “he says. In this interview, he explains the keys to continue innovating in the new digital era. With a degree in Information Sciences. Beatriz Navarro has different master’s degrees in Commercial and Marketing Management, Contemporary Design. And General Management from the Instituto de Empresa, ISEM, and IESE. He has developed his professional career in the Marketing and Communication area of companies such as Repsol. Bassat & Ogilvy (now Ogilvy & Mather Spain), Cortefiel, Unicef, Starbucks Coffee, and Supersol. Adding almost 20 years of experience in his career. In November 2014, she was appointed Director. Of Marketing and Communication of Fnac Spain.
In the new digital age, the consumer evolves every day, conducts their own searches and comparisons. And is much more informed before making a purchase. How is Fnac adapting to these new demands of course? At Fnac, we are aware of the demands of this new client. The omnichannel strategy is key to reaching the “super buyers” and we have been. Omnichannel for more than 18 years when the client bought at Fnac. Es and collected in the store. That is why at Fnac we no longer talk so much about omnichannel as One Channel. We work so. That our customers, approach us as they approach ours in physical stores fnac. Social networks, shopping clubs, etc. feel safe and the comfort of being in Fnac and have the best shopping experience. Have the same services, payment facilities, qualified prescription, etc. All this implies great effort, experience, and knowledge.
What projects are you carrying out to improve the customer experience?
To achieve a complete integration of our equipment, stocks, databases, etc. Already in 1993. This year we celebrated 25 years in Spain at Fnac Callao. We had our characteristic comfort zones, and already then you could read a book or listen to a complete. Album and then buy it (or not). We were also the first retailers to schedule cultural events. To offer qualified prescriptions through our expert salespeople, to have. The most innovative products. impeccable after-sales service, etc. Our philosophy has always been to offer the best shopping experience both in our 33 physical. Stores and In our online channel Fnac. Today we maintain all those characteristics that define us and we are always working to improve. Adapting to the needs of our clients. In recent years, we have expanded and. Improved the different ways in which our customers can access our products and services.
Today, we offer omnichannel flows such as Click & Collect -the customer buys a product on the web. And picks it up at the store or receives it at home-, ClickinStore. The customer buys a product in the store that is physically in another place to pick it up in. The stores themselves or receive it at home-, Reserve & Collect –the customer reserves a product online. That is available in the store and can pick it up in 1 hour, Same-day Delivery home deliveries on the day and delivery. In 2 hours in all the cities where we have a store. But above all, what we offer is flexibility. In addition, we offer our customers the most competitive home delivery rate on the market. By contracting the Fnac Express + service, customers have 2 years. Of free express shipping (24h) on all their purchases for only 15 euros.
What business strategy is the company carrying out to face competitors like Amazon?
In addition, customers who contract Buy View Like become members of our loyalty. Program with all its advantages. In some stores, we have touch screens installed so that our customers can consult the products. In our catalog of more than 4 million references, and if they wish, they can purchase the product from. The store with the help of one of our salespeople or from their mobile phone and have it picked. Up in 24 hours or have it delivered to your home in the time slot that suits you best. We are in a project on interactive maps so that the client can enjoy more autonomy to navigate. Only through the store, to be able to quickly find where the product they need is. Or where a product demonstration or a concert is taking place. In all our stores we have the payment systems Android Pay from Google.
At Fnac es, we work with Paypal, 20% of online orders have used this payment system.
Very interesting initiatives arise from our stores, there is already a pilot where you can. Take a virtual visit to the store and “walk” to see the variety of products and services available. Our partners can make an appointment for exclusive product demonstrations with our expert salespeople. At the end of 2016, the largest transformation of the portal to date. Was carried out since its creation in 2000 to enhance the brand’s omnichannel strategy and improve. The customer experience, both in browsing and in the purchase process. In addition, the cultural activity, the qualified prescription of our expert salesmen and the partner program were fully integrated into the online universe. At what stage is the group’s eCommerce business? Do you notice greater consumer confidence when buying online or are physical stores still strong?