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.
[...] Exclusive products: Apple and NRJ mobile phones- In 2006, Darty launched the iPod two weeks before its competitors. The delivery of the product within 48 hours. Guarantee of quality, which assures the customer that in case of an emergency, he/she can receive help from Darty. The reimbursement of the difference: The customer is sure to find the least expensive price at Darty. If he finds it cheaper anywhere else, the customer gets the difference back and a bottle of champagne as a gift. [...]
[...] - 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 CRM business We notice that the tests were about: - Obtaining and processing reclamations - Maintaining client information in stores and on the website - The rate of return leading to a purchase for the customers who discovered the company on internet This experience involved the employees and they felt like a part of the CRM which is why they integrated it easily. [...]
[...] The customer satisfaction has been increased, and is now recorded as 93% on a national level. The turnover and the margin have been increased, and productivity is higher. The lessons A huge amount of work has been done to restructure the e-mail treatment system. Darty is the national leader in its segment. It needs to remain at the forefront of technology in its customer relationships, in order to preserve its brand image and reputation. There is always a risk in not taking into account customers' needs, which is why continual improvement is necessary. [...]
[...] The implementation of CRM in Darty Main objectives: Increase the response to demands in order to deal more effectively with customer's expectations Personalize the CRM Retain the brand image and increasingly integrate the fundamental values of “Darty, the trust contract” Optimize the ASS (After-sales 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 processes linked to ASS and e-mail Tools currently used Darty uses the following tools to ensure the loyalty of its customers: The salesmen are trained intensively on matters pertaining to the services, so that the customer always has an expert to advise him, who can resolve his problems. [...]
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