Newton, MA
Electronic Retailer Magazine
June 17, 2008
by Jack Gordon
The word may look like a typo, but on its home turf, Fnac is a famous name. The French retail giant is more than 50 years old, having opened its first Paris store in 1954, and it does more than $8 billion in annual revenue. To unfamiliar Americans, however, Fnac (Fin-ACK) often is described as the Best Buy of Europe. Its enormous stores in France, Belgium, Switzerland, Italy, Spain and other countries sell a similar range of goods: computer hardware and software, electronics, televisions, DVDs and CDs, in addition to books, concert tickets and more.
To build a brand relationship with online shoppers, Fnac.com had to talk to them somehow. E-mail seemed the likeliest medium, and the site soon launched an electronic newsletter. But the e-mail strategy fell flat until the marketing crew learned some lessons the hard way--and began to get personal.
Fnac.com settled on an enterprise marketing software system from Neolane Inc., a Paris-based company founded in 2001, now with several offices in Europe and clients including Virgin Megastores and Sephora.
Today Fnac.com is the number-one retail site in France--and Courtier is much happier with his e-mail campaign. For one thing, marketing specialists run it, from content selection to mailing. The system is integrated with inventories--down to individual product numbers--in the stores, as well as on the e-commerce side. Marketers in the stores can create campaigns on the same platform used by those at the website.
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