IT Employment

FNAC Aligns Customer Loyalty Programs With Broader Marketing Strategy to Increase Results and Efficiency

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Executive Summary

FNAC wanted to make the group's subscription-based customer loyalty rewards program an integral part of its marketing strategy and consolidate customer loyalty management across the group to promote customer attachment to the FNAC brand and its consumer electronics and entertainment products. The challenge was to update the outdated in-house Customer Relationship Management (CRM) solution to support customer loyalty activities, such as targeted sales for loyalty program members. FNAC optimized the customer loyalty program by replacing the in-house CRM system with Oracle's Siebel Loyalty Manager for 700 users in subscriber management and marketing and enhanced sharing of loyalty program subscriber information, such as member profiles and buying habits, to maximize the effectiveness of marketing campaigns and in-store services.

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