FNAC is an international entertainment retail chain of cultural and electronic products, founded in 1954 initially as a members-only discount buyers' club.
This company argues that they differ from its competition with a "unique brand positioning based on the exaltation of pleasure to discover the diversity of cultures and technologies”.
In my opinion FNAC does much more than that.
FNAC aims at the customer “top of mind” positioning through a customer experience policy and orientation.
As I perceived it, FNAC welcomes you in their stores even if you don’t seek to buy anything at that moment.
- You can find in FNAC stores, sofas which allow you to read comfortably and go through any book for free even if that book is for sale.
- Also, you can find a coffee shop inside the store enabling you just to hang out a bit.
- All the products are displayed in a way that invites you to check them without seeking assistance from an employee.
This customer experience strategy relieves the buying pressure from the customer and increases the number of visits per each customer.
So what is the benefit to FNAC, if many customers regularly enter in their stores and don’t buy at all in that visit?
This investment in the customer’s emotional connection with FNAC brand returns as revenue, when those customers find themselves in need to buy something in the FNAC product range, they will think FNAC first, therefore this is called “top of mind” positioning.
This company argues that they differ from its competition with a "unique brand positioning based on the exaltation of pleasure to discover the diversity of cultures and technologies”.
In my opinion FNAC does much more than that.
FNAC aims at the customer “top of mind” positioning through a customer experience policy and orientation.
As I perceived it, FNAC welcomes you in their stores even if you don’t seek to buy anything at that moment.
- You can find in FNAC stores, sofas which allow you to read comfortably and go through any book for free even if that book is for sale.
- Also, you can find a coffee shop inside the store enabling you just to hang out a bit.
- All the products are displayed in a way that invites you to check them without seeking assistance from an employee.
This customer experience strategy relieves the buying pressure from the customer and increases the number of visits per each customer.
So what is the benefit to FNAC, if many customers regularly enter in their stores and don’t buy at all in that visit?
This investment in the customer’s emotional connection with FNAC brand returns as revenue, when those customers find themselves in need to buy something in the FNAC product range, they will think FNAC first, therefore this is called “top of mind” positioning.
