In a retail landscape where customers jump from physical stores to apps, websites and social media in minutes, fragmented data is a liability. To respond, FNAC Portugal launched a structured digital transformation program with Claranet Portugal, placing a unified, 360º customer view at the center of its omnichannel strategy.
Part of the FNAC-Darty group, FNAC Portugal has operated in the country since 1998, with 33 stores and a strong e-commerce presence. But increasing digitalization and rising expectations around personalization required a deeper transformation.
The challenge: breaking data silos
Customer information was scattered across 10 different systems. Without a consolidated view — including purchase history, interactions, preferences and consent management — it was harder to personalize campaigns, anticipate needs or ensure fast, consistent service across channels.
Creating a single customer profile became a priority. The ambition was clear: centralize data, automate processes and enable real-time, insight-driven decisions across marketing, stores and customer care.
The solution: CRM, Data & AI working together
The project, delivered by Claranet Portugal’s Applications and Data & AI teams, was built around Microsoft Dynamics 365, integrating Customer Insights, Marketing Automation and Customer Service modules. A Data Lake developed on Microsoft Azure supports the architecture.
Key pillars included:
- Integration and cleansing of data from 10 sources
- Creation of unique customer profiles through a centralized Customer Data Platform
- Automation of omnichannel campaigns (email, SMS, push)
- AI models to predict churn and purchase propensity
- Centralized consent management to ensure GDPR compliance
- Modernization of the Contact Center with voice, chat and social media integration
Dashboards built with Microsoft Power BI now provide real-time visibility over KPIs such as NPS, sales growth and churn.
The implementation followed two phases: an “Envisioning” stage to define use cases and architecture, followed by full execution. According to António Caroço, CIO at FNAC Portugal, Claranet was selected for its expertise in Microsoft technologies and strong knowledge of the retail sector.
The impact: from concept to operational omnichannel
Omnichannel is no longer a buzzword. Regardless of the touchpoint, teams now access the same customer history, ensuring faster and more consistent interactions.
Benefits reported include:
- Greater operational efficiency through marketing automation
- Reduced duplication and lower costs linked to fragmented data
- More relevant and personalized communication
- Improved response times and customer experience
- Structured monitoring of satisfaction and loyalty indicators
As Inês Condeço, Marketing and Communications Director at FNAC Portugal, noted, the transformation unified the company around a single, customer-centric platform — aligning stores, marketing and customer care.
The roadmap continues. FNAC Portugal plans to explore generative AI and autonomous agents to further boost productivity and differentiate the customer experience.
With the flexibility of Dynamics 365 and the Power Platform, and Claranet Portugal as a strategic partner, the retailer aims to keep evolving — not just digitally, but strategically — ensuring technology remains a tool in service of what matters most: the customer.
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