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Fnac: in-depth engagement

Fnac sets out to create a real depth of engagement with the customers it serves across six European markets. It informs and entertains them in a variety of ways, from the free Fnac music festival to a range of product guides on YouTube.

The high-tech electronics-to-hobbies retail chain has dedicated local language websites that operate alongside stores to serve its customers in France, Belgium, Portugal, Spain and Switzerland and the principality of Monaco. Beyond the European Economic Area (EEA), Fnac has taken its bricks-and-clicks approach to Morocco and Brazil.

InternetRetailing research shows that within the EEA, plus Switzerland, the retailer offers six communication channels to its customers. It puts the emphasis on speaking to shoppers in their own language and its Facebook and Twitter feeds are in four languages. Uptake varies between markets: on Facebook the highest page Likes are in the French market, followed by Portuguese and Spanish, but Fnac had the most Twitter followers in the Spanish market.

The retailer looks both online and offline to engage its customers. The Fnac loyalty card offers perks that include a range of online deals and a magazine. Festival Fnac Live took place in Paris in July and featured bands including Balthazar and Thylacine. Music videos from the event have subsequently populated its varied YouTube channel, alongside celebrity interviews, such as with All Blacks veteran Dan Carter talking about his autobiography. The channel also features product guides that aim to help shoppers as they make buying decisions.

Fnac used its French Facebook page to unveil the shortlist for its literature prize: Prix du Roman Fnac, while images on its Twitter feed include the presentation of the top prize. Its Instagram feed features inspirational images from around the world, its Pinterest site has pinnable images for groups as diverse as Lego fans to games, and its Google+ page has videos, images and discussions. This September sees the first Forum Fnac Livres, a literary event that will feature authors including Jonathan Franzen and will be part of a calendar full of cultural events.

It’s clear that Fnac is delivering on its aim to not only engage its shoppers but also entertain them. Over the years, it’s built up a range of events. Now it’s using social media to broadcast and extend the reach of those events in new ways and to new audiences across Europe.

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