Example of personalisation in an omnichannel context with Fnac.com

A recent publication on itespresso.fr, a interview with Katia Hersard, e-commerce manager at FNAC.com. In the interview, the keys to the transition towards omnichannel distribution of the giant of the distribution of cultural goods are explained in general terms. In this post we want to illustrate one of the aspects touched upon in the interview, which has to do with the personalisation of the site and communications.

One of the key aspects of the omnichannel communication consists of provide the user experience with consistency and personalisation whatever the points of interaction (web, email, social networks, apps, physical shops, call centre, etc.). In this regard, it is worth highlighting the efforts being made by the new Fnac.com. On the one hand, when a user visits the homepage, the header shows the advantages for the user according to their preferences, as well as the updated credit of the membership card. The name of the preferred physical shop, opening hours and purchase history are also displayed.

As far as Email Marketing is concerned, we registered on the site and left real data of a user. As we can see in the form below, it is possible to enrich the registration with the name and date of birth of your children. We stated that one of the daughters was called Laia, she was female and her date of birth was 2 December 2010.

Well, on 4 November we received an email with the following subject line: "L'anniversaire de Laia approche à grands pas..." ("Laia's birthday is fast approaching..."). The body of the email looked like this.

On the one hand we see the personalisation of the message, together with an image of a little girl. The text reminds us that Laia's birthday is approaching (only 1 month away), and suggests that we can explore the gift proposals that Fnac has for these occasions. In addition, they want to encourage purchases with a special birthday offer. The email is completed with links to different features of the site, such as the creation of a wish list, and other benefits.
This is an email that is triggered (it is a trigger email) when it is estimated that in the user's life a relevant event is going to happenas it is a daughter's birthday. We see that the context is taken into accountThis is something that is increasingly being taken into account in marketing actions. We believe this is a good example that deserves to be shared.
For more information see our ebook on Multichannel, Omnichannel and Cross-Channel Marketing available on our website.