Crm loyalty la fnac

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Relationship Management and CRM

The case « FNAC »

Introduction ………………………………………………………………………………………………….3

I) Presentation of the FNAC
1) The company history ……………………………………………………………………………..3
2) The Fnac in figures …………………………………………………………………………………4
3) Its main concurrents ………………………………………………………………………………5
4) Its different products ………………………………...………………………………………….5


II) The loyaltyprogram
1) Presentation of the loyalty program ………………………………………………………6
2) The main advantages of being a member ………………………………………………7
3) The Contact magazine ……………………………………………………………………………7
4) Advantages on the internet ……………………………………………………………………8
5) Advantages with partners ……………………………………………………………………..8

III) The loyalty program in the marketing strategy of FNAC ……………….10Conclusion…………………………………………………………………………………………….11

Annexes ……………………………………………………………………………………………………12



Introduction

The loyalty program corresponds to a structural and recurrent necessity for all the companies which offer products or services whose the purchase can be repeated. The company investment in the creation of a perennial commercial relationship with one or many groups of client has to be profitable.
Our presentationbears on the Fnac loyalty program. We will study what are customer’s main advantages, which make decide to be members of the company.
Our presentation will fall into three parts. First we will study the company overview. Then we’ll deal with the loyalty program, and finally the loyalty program in the marketing strategy.

I – Presentation of the FNAC

1) The company history

FNAC (originallyFédération nationale d’achats des cadres, or National Purchasing Federation of Managers) is an international entertainment retail chain offering cultural and electronic products.

André Essel and Max Théret founded Fnac in 1954. It is the largest retailer of its kind in France. Its headquarters are in Ivry, Paris.
In this time, it was a place where executives bought their movie andphotographic. Little by little, the store filled out with the appearance of the photo, the radios and the tape recorder, the disks, the books en 1974 and CDs.
Paribas and UAP (Union des Assurances de Paris) become next year the main shareholders of the Fnac.

The setting-up in regions of Fnac began in 1972 with the opening of the store of Lyon. The same year, the Fnac widened its assortment to books withthe opening of the store of Montparnasse in 1974, to radio and to video in 1975; 1976 was the year of the launch of Fnac Service.
In 1977, the « Coop » became the main shareholders of the Fnac, In 1979, the Fnac opened its 3rd Parisian store in the Forum of the Halle (6000m2).
In 1980, the Fnac launched an IPO.

The setting-up of Fnac outside France began in 1981 with the opening of theBrussels store. The same year, Mac Théret left the company, two years later; Roger Kerinec had replaced André Essel for heading the firm.

The company was bought by François Pinault in 1963, and was included at the French group “PPR”.
It is a part always today of the PPR (with Redcats Group, Conforama…), which establishes an added value for the company. It allows a mutualisation of the bestpractices, the sharing of marketing experiences, the grouping of purchases for certain categories of products, the pooling of the processes of control and the elaboration of transverse strategic reflections with the signboards of the group.

2) The Fnac in figures:

- In 2008, the company realized a turnover of 4 587 millions of Euros

- Its turnover places it among the first 20 Frenchdistribution companies and the first 500 European companies.

- In September, 2007, the Fnac has 78 stores in 56 cities of France

- Fnac has 65 selling points which were distributed in 8 countries : 16 in Spain, 7 in Belgium, 13 in Portugal, 12 in Brasil, 7 in Italia, 6 in Switzerland, 2 in Taïwan and 2 in Greece)

3) Its main concurrents

Fnac’s main concurrents...
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