Differentiation and CRM implementation for the company ‘Darty’

Résumé du document

Darty was created in 1957 in France. At the beginning, the Darty family had a small clothes shop in Paris. They wanted to increase its size, so they bought the shop next to theirs. This shop was offering televisions and radios, and so they started to sell its content on the sidewalk.
In 1968, after a trip to the US where they discovered the concept of specialized supermarket, Darty Brothers opened the first French 800m² supermarket specialized in Appliances. In 1973, Darty creates the “Trust Contract”, which will be the base of Darty's philosophy, and will concern every activity of the company.
In 1976, Darty value is added to the CAC40, the French Stock market, and then is bought by the worldwide company King Fisher. In 2003, King Fisher gives its autonomy to 3 companies (The French Darty, But and the British Comet) which create the Kesa Electrical group.

Extraits

[...] However, internet websites are harder to counter, because of their much more aggressive price strategy. Darty's Communication: A Service-based company By communicating a lot on its policy Trust Contract Darty is in people's minds since 1970. By keeping the same engagements since almost 40 years, the company gained customers loyalty and trust. Moreover, its advertising campaigns with strong slogans “Sales? At Darty, prices are warranted all the year, service included.”) touch directly the customers and entertain the reputation of the brand. [...]

[...] Differentiation and CRM implementation for the company ‘Darty' Presentation of the company An historical group Darty has been created in 1957 in France. At the beginning, the Darty family had a small clothes shop in Paris. They wanted to increase its size, so they bought the shop next to theirs. This shop was offering televisions and radios, and so they started to sell its content on the sidewalk. In 1968, after a trip to the US where they discovered the concept of specialized supermarket, Darty Brothers opened the first French 800m² supermarket specialized in Appliances. [...]

[...] Indeed, on a single call of a customer before 10:00 am, a technician was sent to the customer's home. But this system has a very high cost. Darty has to answer to these questions: how to optimize the profitability of after-sales service, how to make customers loyal towards the company thanks to after-sales service and how to keep and develop competitive advantages. The CRM implementation in Darty Main objectives: Increase the demands treatment in order to deal better with customer's expectations Personalize the CRM Keep the brand image and better assume the fundamental values “Darty, the trust contract” Optimize the ASS (After-sale service) which costs too much by implementing a remote repair system This evolution will be based on: The use of CRM with two software: AKIO MAIL CENTER and KAIDARA ADVISOR Improvement of process linked to ASS and e-mail treatment Tools currently used Darty uses the following tools to make its customers loyal: Salesman trained on a particular part of the shop, so that the customer has always an expert to advise him, and who can resolve his problems. [...]

[...] This validation phase answers to a single question: Why would we test the processes while they have been created depending on the specified requirements? - To check the feasibility and effectiveness - The check that the customer is at the center of the CRM process - To prepare the evolution of the company's Business CRM We can notice that the tests were about: - Capture and processing of reclamations - The capture of client information in stores and on the website - The rate of return leading to a buy for the customers who discovered the company on internet This experience involved the employees and they felt concerned in the CRM that is why they integrated it easily. [...]

[...] This is one of the main assets of Darty. As an example, if you buy a washing machine and you buy the warranty extension, you get 5 years warranty. If you want to buy a new washing machine after these 5 years, Darty gives you back the money you paid for the warranty extension as a reduction on the price of the new machine. It ensures a buy every 5-6 years per customer. Darty gives the warranty that they will always find the accessories for your good. [...]