Fnac is embarking on the sale of cars with the Citroën Friend

Powerful spontaneous notoriety and a Historical credibility Thanks to the product test proposed, Fnac is therefore a brand that reassures customers and advises them at each stage of their lives in the choice of all their products by meeting the needs of the whole family.

Citroën Friend – 100% ëlectric: an electric vehicle for even more mobility !

Citroën and Fnac have chosen to unite for the marketing of the brand’s latest model model: Friend – 100% ëlectric. We take stock of this new object of mobility both practical and innovative.

The technical characteristics of Citroën Ami – 100% ëlectric

Its dimensions first of all. Designed to move with as much ease possible in the urban jungle, Citroën Ami Measurement 1.39 m wide for 2.41 m long. Small but well done, the vehicle has only two seats, but we have seen that the passenger benefits from a substantial space, enough to be very comfortable. Instead of the traditional trunk, you will find a multitude of more or less large storage allowing to properly store your races and/or other luggage. We appreciate its glass roof which lets in the light.

His charging time is short: count 3 hours on a standard socket, for a autonomy of around 75 km. Citroën’s latest addition is part of the category of small vehicles: to put it simply, its maximum speed is 45 km/h And it can accommodate two people. We consider that they are “without a license”. If you were born after 1988, you will have to pass the AM license, formerly called road safety certificate, a pay training of a minimum duration of 8 hours.

I want to order Citroën Ami – 100% ëlectric

Great good ! Friend is accessible from 14 years old And can be ordered online on the Citroën site, then delivered to your home or in relay point.

Two options are available to you:

– L’purchase Pure and simple, from € 6,900 (ecological bonus of € 900 including tax not deduced).

– There long term rental, which extends from 24 to 48 months. After a first rent of € 3,941 (ecological bonus of € 900 including tax not deduced), you will pay 19.99 €/month*.

Where and when to find Citroën Friend ?

Here is the list of Fnac and Darty stores in which you can see friends, just like the dates from which friends will be visible in these stores:

Fnac	Paris Forum	15-June
Darty	Paris Terns	15-June-20
Fnac	Paris Terns	15-June-20
Fnac	Paris Montparnasse	16-June-20
Darty	Paris Republic	16-June-20
Darty	Bordeaux Begles	16-June-20
Fnac	Rosny	17-June-20
Darty	Boulogne	17-June-20
Fnac	Parly II	18-June-20
Fnac	Lyon Belecour	18-June-20
Fnac	White cross	18-June-20
Darty	PLEASURE	22-June-20
Darty	Gennevilliers	23-June-20
Fnac	Bordeaux Ste Catherine	24-June-20
Darty	Colmar	24-June-20
Darty	Montpellier Odysseum	25-June-20
Darty	Nice Notre Dame	26-June-20
Darty	Dijon Golden Toison	29-June-20
Fnac	The Defense CNIT	29-June-20
Fnac	Lille	30-June-20
Darty	St Etienne Monthieu	30-June-20
Darty	Marseille Port Terrace	1-July.-20
Fnac	Creteil	1-July.-20
Fnac	Limoges	2-JUIL.-20
Darty	Toulon La Valette	2-JUIL.-20
Fnac	St Etienne Monthieu	3-July.-20
Darty	Toulouse Esquirol	3-July.-20
Fnac	LE MANS	6-JUIL.-20
Fnac	Angers	7-July.-20
Fnac	Nantes	7-July.-20
Fnac	Reindeer	8-July.-20
Darty	Reims Cormontreuil	9-July.-20
Fnac	Quimper	9-July.-20
Fnac	Brest	10-July.-20

Fnac is embarking on the sale of cars with the Citroën Friend

And if you were told that one day you could buy a hair dryer, books and a car in the same place; you would have believed it ? This is the bet launched by Fnac by offering on its shelves the new Citroën Ami, a 100% electric car, without a license and at a minimum price.

Through a documentary analysis, I invite you to come back to the unexpected and yet very effective strategy of Fnac which is once again reinventing itself with brilliance and modernity in the era where to move to town becomes a headache.

1. Presentation of Fnac

Founded in October 1954 by Max Théret and André Essel, the “National Federation of Managers” feeds 70 years of history to continue to reinvent themselves and respond with passion to the needs of its customers.

This French distribution brand historically evolves on two very distinct markets:

• Leader in the distribution of cultural and leisure products (Music, literature, cinema, show ticket office …), Fnac is based on this market heart to “liberate culture” by making it accessible to the general public.
• Fnac is also an actor Unmissable multimedia-electronics (smartphones, TV, computers, etc.) and small household appliances (hair dryer, toaster …). Since the repurchase of its main competitor Darty in 2016, Fnac seems to be carried by the enthusiasm of consumers for new technologies. Although its positioning is clearly oriented towards the general public, Fnac admits two targets: Urban families of higher socio -professional professions and categories with at least one child over 15 years old at the family home (priority target); and students or young assets (secondary target). This heart of consumers whose average age is 46 years is mainly explained by the geographic location of stores, mainly in the city center in the shopping areas. To understand how this essential player in the French landscape came to offer a 100% electric car on its shelves, let’s analyze the environment in which Fnac bathes.

2. Environmental analysis and key success factors of Fnac

Each company evolves in an environment in which it must capitalize on its assets in order to seize the opportunities of the markets it covers. A swot analysis of Fnac will therefore allow us to highlight Key success factors required to its maintenance in an environment as competitive as its own.

Opportunities	-Consumer craze for Connected objects (smartphones, sports accessories, etc.) -Undeniable growth of e-commerce, especially since the Pandemic of COVVI-19. –Will of omnicality Consumers: Information in store and online order -Revolution in the sector of electrical mobility : bikes, scooters and electric cars –Environmental regulations : Reduction of petrol cars in the city center with the Crit’Air vignettes ..
Threat	–Streaming platforms On the music and cinema market: Spotify, Deezer, Netflix, Disney+ –Distribution actors (Auchan, Carrefour, etc.) which develop ranges at low prices of Editorial and electronic products: books, CDs, hairdryer, fryers .. –Pure players and specialized distributors in household appliances and multimedia, drawing prices downwards This reduces the competitiveness of Fnac: Amazon, Cdiscount, rue du Commerce, Boulanger… –Decline in the video games, music and books Since 2015
Strengths	–Loyal customers (PCS+urban families) with a significant purchasing power –Implantation network In the city center ensuring flows of considerable customers –Range To meet all needs: culture, multimedia, games and toys, telephony, objects Connected, trips, house and decoration .. –Price for all budgets : “Everyday” strategic plan adopted in 2021 –High values : recognized expertise, independence from the network of suppliers, notoriety -A effective omnichannel strategy : perfect link between e-commerce site and store expertise
Weaknesses	–Aging customers that Fnac has more and more difficult to renew or rejuvenate –Few major innovations, Fnac follows the trends in its market without really dominating it –Almost inexploitation of services Apart from home delivery and collection of parcels in store

From this analysis, several key success factors seem to appear to stay in the market where Fnac evolves. Multi-specialist positioning (culture, multimedia, household appliances, etc.) makes Fnac a hub where each consumer can find everything he needs under the same roof. The omnichannel experience, In the time of Ropo and Showrooming, is also more than necessary to satisfy consumers. The phygital bet is run by Fnac which optimizes its Physical store network in accordance with its e-commerce site.

However, other key factors should be worked in deeper and this is particularly the case customer renewal. Although consumers are faithful, it is necessary to acquire new customers and especially in the target heart of the brand (PCS+urban families) thanks to new technological innovations to dominate a market which turns out to be very competitive today.

3. Network of points of sale, problematic and competitive advantages of Fnac

3.1 – Presentation of the points of sale network

The concept of Fnac stores is simple: diversified products, a layout of products by poles, expert sellers in their field and all under the same roof. The formats of points of sale making up the network also vary according to geographic location, there are 5:

• The “traditional” format, which represents 78% of the park of stores and whose location is in the city center of large metropolises near trader districts and where customers find the entire offer on an area of ​​around 2,400m2.
• The “periphery” format With a few points of sale located in peripheral areas, close to the major communication axes to capture the flow of pendulum migration and offering the entire offer to customers on an area of ​​around 2,000m2.
• The “proximity” format, Adapted to medium -sized cities or in addition to the mesh in mainland France with the entire range in terms of need but a reduced number of references on an area of ​​300 to 1,000m2.
• The “Travel” format, Only present in stations and airports and focused mainly on current editorial products (newspapers, magazines, pocket books, etc.) and mobility products (luggage, travel accessories, etc.)
• The “Fnac Connect” format, dedicated to connected objects and telephony on surfaces between 80 and 100m2.

With a network of 141 points of sale in France (and a few in Europe and abroad), Fnac displays a double strategy for organizing its business: 88 points of sale are operated in branches and 53 are exploited in franchise.

• Historically, Fnac stores are operated in branches which guarantees it a total control of the network integrated both in commercial and financial level. Managers being employees of the parent company, this commercial form makes it possible to standardize the brand image, advertising or even sales processes.
• Since 2011, the number of points of sale operated by franchisees keep growing. In France, franchise stores make it possible to complete the territorial network by reducing the implantation costs for the parent company while ensuring the involvement and motivation of the franchisee. Abroad, the franchise allows Fnac to set up on a market which it does not know by capitalizing on the expertise of a local franchisee. Finally, the group perceives an entry fee and fees indexed on the turnover excluding taxes of its franchisees.

Fnac therefore capitalizes on a mixed network linking the engagement of franchisees and their openness to innovation while relying on the financial and strategic solidity of the network head thanks to branches.

3.2 – Central problem of Fnac

Given the changes in consumption, Fnac seeks how to satisfy the needs of urban families of higher socio -professional professions and categories by making their lives in everyday life. Nevertheless, despite technological products and local services adapted to urban life, certain historical markets and carriers of the brand experience difficult times and in particular in the field of culture and video games which implies for the brand to find growth relays elsewhere.

Thus, in the glory era of connected objects and in an increasingly intense competitive context, Fnac must innovate in order to offer its customers differentiating products and in accordance with current urban issues.

3.3 – Fnac competitive advantages

With a points of sale network Established in geographic areas where purchasing power is theoretically the highest, Fnac capitalizes on its territorial network in the face of competitors present in shopping centers or on the outskirts and therefore rather frequented by households with intermediate income. This network of physical stores is accompanied by a website adapted to online orders whose number is growing day by day thanks to the boom of e-commerce.

L’Customer experience is omnichannel Since all the products present in store are also referenced on the site, thus satisfying the requirements of ROPO consumers or practicing showrooming. The omnichannel experience is also reflected in the possibility of making click and collecting, coming to withdraw from packages from other sites in Fnac store and also order from the store with the help of a seller.

Powerful spontaneous notoriety and a Historical credibility Thanks to the product test proposed, Fnac is therefore a brand that reassures customers and advises them at each stage of their lives in the choice of all their products by meeting the needs of the whole family.

The main target of Fnac, geographic location in the city center, new expectations of consumers or the need for renewal expressed by the brand are all factors that led to the marketing of the Citroën Friend.

4. Development strategy: diversification towards the electric automobile with the car “friend of Citroën”

4.1 – The Citroën “Friend” finds its customers at Fnac:

To meet the expectations of urban consumers and faced with the explosion of the market for clean mobility solutions such as the scooter or the electric bike, the Fnac now has been markets since the end of 2020 the “friend” model of Citroën. This development strategy is a Diversification of the range proposed by the Fnac which tries to draw a large growth relay from the Electrical transport modes thanks to the addition of a car among the other means of mobility that it begins to offer. Perfectly adapted to the heart of FNAC customers, let’s see together as this little gem of innovation has seduced in a few months 20,000 people through France.

Presented by Citroën as an urban mobility solution and not as a car in the traditional sense of the term, minicitadin with tiny dimensions (2.41 x 1.39m) is a model as surprising as it is effective since its launch. Fnac has sold 20% of sales of the friendly model, Thumbing down all the manufacturer’s expectations.

Friend is a response to all the needs of an urban population By displaying ideal characteristics: accessible without a license, a maximum speed of 45km/h, a range of 75km, storage that can support 140kg and 400 liters, two seats and a 100% electric recharging mode in 3 hours on a conventional sector socket. Thus, this model allows city dwellers to ensure their work-housing journeys of around 10km, go shopping, park easily or even bring a child to school while avoiding fuel costs as well as the constraint of finding an electric terminal. Young people From 15 years old and in particular high school students represent a large segment of consumers seeking a first form of independence, both to enter lessons or to move to friends.

Well received by parents thanks to reinforced security (unlike an electric scooter for example), “friend” Find its ideal customers at Fnac among families from professions and higher socio -professional categories And with at least one child over 15 years old still living in the family home. Indeed, the constraints to which the product meets are those suffered by urban customers living in the city center and around while wishing to find a comfortable alternative to public transport or cycling. Investing € 7,400 then seems accessible for an electric vehicle intended for personal use or to offer your child.

4.2 – Methods of marketing the model by Fnac

The product is Presentation in Fnac points of sale in “traditional” format, That is to say in points of sale in the city center or in trading districts whose surface is around 2,400m2. Fnac, through this diversification, thus attempts a large breakthrough on the electric mobility market in order to compensate for its activity segments in slowing down. Indeed, the regulations soon applicable and the restriction of pollutant traffic means in the city constitute a real opportunity for a brand that seeks to reinvent itself and follow the consumption methods of its customers.

The product is theatrical through a corner attributed to the Citroën “Friend” where a test model is arranged in the store so that customers can settle on board, try touch screens or project themselves into any journey. Curiosity therefore stirs up customers and especially children who are then intrigued and attracted by this unexpected product, strategically located towards the entrance to the store. Friend therefore attracts new customers and new targets in the Fnac points of sale, bet held.

Still in an omnichannel logic, the purchase is made according to 2 methods: either the customer Order the car in store After exchange with a seller on the corner, or the customer can Order the “Friend” model on the Fnac website benefiting from access equivalent to information and a visit to the 3D model. This differentiating diversification strategy therefore ensures Fnac an advance in size in the face of its competitors because the purchase of a car, unlike a microwave for example, is very involved. The decision and the act of purchase therefore requires a physical test of the product and an exchange with a specialized seller, which is only doable in terms of sale. Fnac thus becomes a substitution concessionaire with “friend”.

Regarding payment terms, the model is accessible either by cash payment or by package of € 19.99 per month over 48 months, which widens the target to city families with intermediate income. Fnac also provides all formalities in access to financing and helps customers to build their files as it already does for certain expensive products. Finally, Fnac does not bear costs related to stocks Because cars are ordered in stretched flow from Citroën which allows the brand to act as marketplace without additional costs.

It is therefore now possible to go to Fnac to buy a book and order your electric car at the breakfast break !

5. Confrontation with academic literature

5.1 – Scientific article

In order to better understand the motivations and obstacles of city consumers in the purchase of an electric car, we will rely on the following scientific article: How to Accelerate the Uptake of Electric Cars ? Insights from A Choice Experiment Written by Michael Wicki, Gracia Brückmann and Thomas Bernauer and published in Journal of Cleaner Production in June 2022.

This recent empirical study is conducted in Switzerland with 1021 residents in downtown Zurich and aged 18 to 75. This article aims to shed light on the brands marketing electric cars as to the attributes on which to communicate commercially or carry out actions in order to convert the hesitant prospects.

The results show that favorable criteria to the adoption of aE electric car Are: a purchase price less than € 20,000, a loading cost less than € 7 per 100km, a road range of approximately 100 km in town and finally proximity to public reload terminals. They also evoke, whether in the context of an electric car or not, a need for maneuverability in town to park easily and a small storage space to move a few things from one point to another (race bag, suitcase…)

5.2 – Application of the scientific article in case of Fnac & Citroën Friend:

This article allows us to enlighten the success that Meet the friend’s model at Fnac by responding to all

needs expressed by city dwellers in the acquisition of a car, and if necessary.

In addition, under the leadership of environmental laws, restrictions on traditional fuel vehicles In town will intensify so that only access to weakly polluting or 100% electric cars by 2030. In this context, many city dwellers and regular users of the car will be forced to change their vehicle for an electric car, thus ensuring a considerable potential customers flow to Fnac thanks to the friendly model.

Indeed, this minicitadin perfectly suited to all regulatory and technical constraints will easily replace “small format” fuel cars which are today meeting a real success with urban families of higher socio -professional professions and categories such as Fiat 500, Renault Twingo or the Smart Fortwo.

We can therefore, thanks to this scientific article, explain the current success and predict an increase in sales of this model to FNAC in the coming years. Why not distribute the next models of the friend’s range since Citroën plans a 4 -door car and a scooter ?

6. Critics and recommendations

6.1 – Limits to Fnac & Citroën Friendly distribution:

• The sale of the friendly model, intended mainly for PCS+families, can Give a “very high -end gadget” image to Fnac which fights to increase its positioning to the general public thanks to large ranges of price and products.
• Another limit of this distribution is also the repercussion of dissatisfaction potentially linked to the product
  “Friend” on the Fnac which must then set up specific customer management processes in the event of a problem on the car, ensure clear delivery times, especially if it is a gift for a child, etc ..

6.2 – Recommendations for FNAC in the marketing of Citroën Ami

• Consumer studies have shown that the Safety criterion, Long before you even wonder about the car model, is an important obstacle for parents in the acquisition of a car for their young children (especially from 14 years old). Thus, Fnac could Offer 5 hours of driving at a reduced price in partnershipWith a car chain-widely established French school as ECF for example in order to reassure parents on the formation of their children in the use of the electric car safely.
• “Testing a product is to adopt it”: Fnac should set up sales animation around this car to allow customers to reserve a nicheIn order to try “Friend “in the company of an expert seller ofmodel or alone. Reservation of the niche could be done in store or on the website like Docto’lib. The objective would be to answer questions, remove reluctance and have customers test the product in real conditions in order to convert them more easily according to the same process as a conventional dealer.
• Finally, personally, I find that Fnac communications on this product do not highlight the criterion of The simplicity of recharging on classic socket This is however a major advantage when we know that studies show the absence of public limits as a real obstacle to purchase. Fnac advertising campaigns should be accentuated on the ease of use of the product “friend” in urban conditions, at least more than on its “gadget” side.

Alessandro Berry – M2 Strategic Marketing – IAE Bordeaux

Link to LinkedIn: https: // www.linkedin.com/in/Alessandro-Berry-9304A81A/

7. Bibliography:

Scientific article :

• “How to accelerate the Uptake of Electric Cars ? Insights from a Choice Experiment »by Michael Wicki, Gracia Brückmann and Thomas Bernauer, Journal of Cleaner Production, June 2022.

Press articles and websites:

• https: // www.fnacdarty.com/le-Group/Notre-Histoire/
• https: // www.fnacdarty.com/wp-content/uploads/2017/01/Document_reference_2013_fr_fnac-1.pdf
• https: // www.fnac.com/mobite-citro-ami
• https: // www.autoplus.FR/CITROEN/AMI/CITROEN-AMI-BAT-RECORDS-DE-VENTE-5724888.html#item = 1
• https: // media.roole.fr/Transition/car-propre/uls-sur-les-principaux-Freins-a-Lachat-dune-Dune-Electrique-en-2021
• https: // www.newspaper.Com/Economy/Transport/1505217-Electric-Electric-Pouqué-les-Freins-A-Son-Adoption-Tiennt-de-Moins-en-Moins-la-Route/