Darty – geomarketing software to boost store network

Darty is a French group specialising in the distribution of electrical appliances and entertainment and leisure products.

Geomarketing software

Darty has taken on a forceful expansion project with the goal of opening a new store itself or as a franchise every ten days. So, what if geomarketing SaaS could support the brand’s ambitions?

Clicks and mortar to boost growth

Darty has chosen to develop the commercial activity of its network with some ambitious goals, focusing on the local customer relationship:

  • Setting up a store within 30 minutes of every French person
  • Ensuring there are at least 20,000 homes around each store
  • Developing formats for small‑ and medium‑sized sales outlets
  • Escalating franchise development

Despite these goals, the brand has faced daunting challenges. Historically, Darty was only found in large towns and its network was of the bricks‑and‑mortar kind. It was held back by a weak online presence, very complex data architecture and ageing IT equipment.

Geomarketing software for set‑up simulation

Galigeo and Darty teams worked together and soon took on all the challenges. Using intuitive dashboards and detailed maps, Predictive POS, the simple and autonomous location intelligence solution, makes the company’s ambitions a reality:

  • Creation of a development plan
  • End‑to‑end management of franchises
  • Continual analysis of local store performance

Thanks to this package of features and relevant geographical data, the geomarketing solution allowed Darty to improve decision‑making, making it faster and more effective.

 

About Darty

Darty is company of stores specialising in the sale of electrical appliances, computers and audio‑visual equipment (television and audio).

A subsidiary of the Fnac Darty Group, the brand makes a point of promoting its after‑sales service and ensures the brand name is always associated with its hallmark slogan “Contract of Trust” as well as with its famous yellow vans with the blue cab and the brand’s logo emblazoned on the sides.

Benefits

Lower‑cost marketing campaigns

  • Prioritising activities and distribution areas
  • Adapting methods and content to target populations

Campaigns that deliver more

  • Improving customer knowledge: buyer behaviour of each consumer and marketing activity adaptation
  • Building existing customer loyalty and winning over potential customers with high purchasing power, in the vicinity

Marketing by consumer profile

  • Segmentation of customer profiles by consumer habits
  • Specific targeting of messages (sending out coupons, invitations, etc.) to coincide with one‑off events (sales, back to school, etc.)

A locally relevant tool

  • Darty business intelligence software is designed to work nationally or locally
  • Ergonomic, it facilitates decision‑making for Group managers

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Paris Retail Week - 24.25.26 sept. 2019 Paris Retail Week - 24.25.26 sept. 2019
Paris Retail Week

Quand ? Mardi 24 Septembre 2019 à 14h. Où ? Salon Paris Retail Week, salle 4.

Fnac

Comment tirer le meilleur du géomarketing prédictif afin de développer et animer un réseau de PDV ?

Une conférence au salon Paris Retail Week 2019, présentée par Dan Ohnona, Directeur de l’immobilier et de l’expansion du Groupe Fnac Darty.

Inscrivez-vous et trouvez les réponses aux problématiques suivantes :

  • Développement de nouveaux formats : grands magasins, magasins de proximité, gares et aéroports, en succursale ou en franchise.
  • Définition du mix produits optimal en fonction du format, de la concurrence et du mode d’exploitation
  • Modélisation automatique de la cannibalisation
  • Paramétrage optimal de la zone de chalandise à l’IRIS