We have very clear messages that have to do with the philosophy of our brand and that we communicate in different ways depending on the channels and customers we are targeting. In order to achieve this personalized and coherent communication, we need to know our customers and their behavior very well, whether online or in our stores, and we achieve this through our analytical CRM department, which in turn is closely integrated with the team that manages the media strategy and brand communication.
In addition, we work hard on content. We offer our customers, partners and fans quality content: the information on the product sheets on Fnac.es is complemented with videos, photos and opinions; the slovenia phone number data qualified advice of our expert sellers is transferred to the online universe on our YouTube channel and on our specialized portal CulturaFnac (in which, apart from the articles, there are opinion columns by relevant authors such as Rodrigo Cortés, Antonio Luque, Ana Penyas…); our communication on social networks echoes all our cultural activity, relevant cultural and technological events, we hold photography and micro-story contests; and we award important prizes such as the Fnac Salamandra Graphic Award and the New Fnac Photography Talent, etc.
Q: Is it difficult to communicate in these times of digital revolution?
A: On the one hand, it is more difficult because consumers receive thousands of messages through a multitude of channels and you have to capture their attention without overwhelming them. It is important for brands to be very clear about their messages and philosophy, in order to communicate coherently, regardless of the channel through which they target their audiences. And even more important, they have micro-segmentation tools so as not to overwhelm customers with too much information.
There are tools, such as analytical CRM, that today allow companies to get to know their customers very well in order to offer them only quality content and information that is really of interest to them, adapting and even anticipating their needs, through the right channel and at the right time.
And, as I said before, when you have stores where so many interesting things happen every day like in ours, when you have so many things to tell, when you have qualified salespeople who love to share their knowledge... what is difficult is to dose all our activity and have time to tell everything.