Crm loyalty la fnac
1909 mots
8 pages
Relationship Management and CRMThe 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 loyalty program
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 ……………….10
Conclusion…………………………………………………………………………………………….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 presentation bears 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 (originally Fédération 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