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The Comparison between Fnac and Darty - Two of the European Leading Electrical Retailers

After accidentally breaking my camera on the first day of arriving in Europe, I spent a long time searching for a replacement in Paris. Fortunately, I searched online and discovered that both Fnac and Darty had the same one in stock. Meanwhile, I noticed that these two retailers seem coming from the same company group, as they offered identical camera combo, with the same price and product descriptions. Further research confirmed that Darty was merged with Fnac in 2016. This made me more curious about the differences between them in terms of brand positioning and product categories, etc. Taking the opportunity of buying a camera, I visited these two stores later.

The first stop is Fnac. When stepping into the shop, I would see many CDs, records, game cards, magazines... fill the shelves. Compared to Darty, cultural and entertainment products have become more of their focus, including related consumer electronics and accessories. They also offers a wide range of digital entertainment products online, including e-books, music downloads, streaming services, and digital gaming, etc.

The camera I’d like to buy was out of stock at Fnac, so the shop assistant suggested me go to the nearby Darty. Following his advice, I headed to Darty and successfully purchased my camera there. The products they mainly sell are household appliances, which are inseparable with people’s daily life, like rice cooker, coffee machine, refrigerator, etc. Also, they provide professional technical support and installation services.

On my way to Darty, I also came across Darty Cuisine, a sub-brand of Darty that specializes in kitchen appliances and furniture layout design. Their market segmentation is more specific and targeted. It is worth mentioning that the interior store decoration just like someone’s home, which reminds me of IKEA, giving customers an immersive shopping experience and letting them feel how these products can meet their needs.

To summarize, the merger between Fnac and Darty is complementary. Besides the partially overlap in their product categories like the common consumer electronic goods, each retailer maintains different distinctive focus. By combining their diverse product offerings and services, they can provide customers with an extensive range of choices on both daily and professional basis.

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