Darty is an iconic retail brand in home appliances. Darty has a long history and is valued by the French for its quality of service (especially after-sales services). At a time where the e-commerce disruption and inflation have put more tension on prices, Darty strives to justify its added value. That’s why Darty is constantly trying to extend and enrich its services experience. Some years ago, the brand added a key pilar to its services strategy: sustainability.

In this way, Darty’s willingness is to offer an informed choice to its customers, to help them make the long-lasting one which is not easy for people in home appliances categories where products are generally looking the same.

Last year, we revamped the Darty brand platform to turn this company commitment into a brand positioning. Then, we wanted to nurture it beyond comms, thanks to innovative yet useful new services.

Darty is an iconic retail brand in home appliances. Darty has a long history and is valued by the French for its quality of service (especially after-sales services). At a time when the e-commerce disruption and inflation have put additional tension on prices, Darty strives to justify its added value. That’s why Darty is constantly extending and enriching its service experience. Some years ago, the brand added a key pillar to its services strategy: sustainability.

Last year, we revamped the Darty brand platform to turn this company commitment into a brand positioning (Darty – let’s make it last). Then, we wanted to nurture it beyond comms, thanks to innovative new services.

To implement our new initiative, "Long-lasting Reviews", we began by utilizing our customer database to send an email invitation to those who had purchased a product at least 18 months ago. In the email, we explained the initiative and invited them to rate their product based on two key aspects: product efficacy and looks. Additionally, customers were given the opportunity to write a detailed review of their experience with the product.

After collecting the data from the reviews, we analyzed it to create long-lasting grades that showcased the durability of the products. We were then able to start showcasing long-lasting grades, helping our customers make wiser choices.

One of our major victories with the "Long-lasting Reviews" initiative was how quickly we were able to sell the idea to Darty Groupe. Although the concept was simple and obvious, it was unexpected and met with enthusiastic support from our colleagues who made its implementation a priority.

While it is still too early to assess the results of this new review policy, we have been gradually deploying it since late February 2023, with the rollout still ongoing. As such, we have not conducted any post-test analysis yet. Nevertheless, we have already received a significant level of international interest.

The concrete impact on brand image and sales has not been quantified yet.