The Fnac is preparing a new cycle of expansion in Portugal by 2020, whose main target are the district capitals where is still not present. If today the French group has 23 stores (is in eight district capitals), the idea is to have five more by 2018, according to the head of the national market, Cláudia Almeida e Silva.
In a meeting with journalists, the management gave Aveiro, Beja and Vila Real as examples of cities where Fnac would like to be present, but stressed that everything will depend on issues such as the availability of areas most suitable for the location of new stores.
at the same time, the company will further strengthen the presence in Lisbon and Porto. One possibility is to replicate the airport Sá Carneiro the store model that exists in the Lisbon airport, and is investigating the entry into most universities in the country, after the opening of a small unit at Instituto Superior Técnico (opened in September last year was the latest investment group).
the group has mentioned the possibility of extending its presence through franchising (thus reducing the associated costs), but so far this model has not been applied, unlike Spain. According to Cláudia Almeida e Silva, the group will move forward with the new expansion cycle independently to find or not business partners.
Similar to what has been the company’s commitment in recent years, new stores will be smaller than opened between 1998 and 2010. If they had reference to the 2000 square meters, now the bet focuses on variable dimensions between 400 and 1400 square meters (whose investment is also faster to recover). Thus, the district capital where Fnac is will expand will be similar to open stores in Setúbal and Faro (which opened its doors in 2014 as the Oeiras).
In addition to the adaptation of store format, the company also revised the type of products, investing in new categories such as musical instruments, stationery, toys and technology linked to sport, to offset the decline of others (such as CD).
for now, however, the expansion of physical stores is no longer separable from online. Today, 11% of Fnac sales in Portugal are based on the purchases via the Internet, and the company has made a strong commitment to its marketplace (website through which allows the sale of products by professionals, extending deeply into the universe choice of customers). At the same time, the consumer research more and more information online about the product you want to buy, but says Cláudia Almeida e Silva, the “store of the paper is still very relevant.” People said the manager, like to “experience the product” and even “having a meeting.”
Therefore, the company invests in areas where they are presented technological products. And there are data showing the relationship between the physical stores and online side: About 30% of customers who shop on the site will get the products to the store, and new openings helped grow online sales company. Although not disaggregate the figures for Portugal (the group provides only sales in the Iberian Peninsula), the company ensures that 2015 was “the third consecutive year of growth.” Here, the expansion of new stores will certainly be a weight support.
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