08
-25%
$673 $m
Darty
The last year has been difficult for the group as it withdrew from the Italian market and sold its mobile offer to Bouygues. However, consumer electronics retailer Darty has made it a priority to develop its service-led positioning and to incorporate it into every stage of the consumer interaction: choice, purchase, delivery and after sales. The brand has leveraged all its communication tools to clearly own the promise of service. The opportunity for the brand is to translate the service-led promise into profitable growth. However, its stores lack design appeal and there is nothing special about the in-store customer experience, which is complicated by limited self-service. The promise is meaningless if it can’t be delivered, and Darty must find a way to turn its words into meaningful action. Fnac sells books, CDs, DVDs and technical products—all categories with declining sales thanks to commoditization and internet appeal for low price.