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How Fnac boosted Google Shopping & Performance Max revenue in its Photo category by 23.5%
+23.5%
Revenue per user
+16.9%
Conversion rate
+9.2%
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Business
Fnac Darty operates more than 1,527 stores across Europe (following the acquisition of Unieuro in 2024), including 330 under the Fnac brand, with an annual turnover of nearly 8 billion euros in 2024. With 22% of sales made online and 22.4 million monthly visits to Fnac.com, the company has relied heavily on Google Shopping (90% of expenses) and Google Performance Max since 2024 as the main digital acquisition channel.
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Following the success with Darty, Fnac has deployed Dataiads technology in its Photo category — a segment with high added value with mostly mobile traffic. In a highly competitive environment, the company needed to optimize the post-click experience without adding operational complexity, especially for mobile users looking for technical products with price sensitivity.
Solution
Dataiads has developed Smart Landing Pages optimized for mobile with an implementation requiring only 10 minutes of IT intervention. The solution combines:
- Lean UX with simplified CTAs and immediately visible product recommendations
- Intelligent algorithm that prioritizes Fnac offers and promotions
- Dynamic filters using GMC data and scraped site information
- Rigorous A/B testing comparing performance with traditional product pages
Results and expansion
Following these exceptional performances, Fnac quickly extended the solution to other strategic categories (small household appliances, IT, gaming) and initiated its international deployment, thus demonstrating the critical impact of post-click optimization on the profitability of digital acquisition.
The main challenge is controlling the cost of sales and profitability. The other challenge we have is to try to keep our IT teams busy at least because they have roadmaps that are already well loaded. Working with Dataïads allows us to optimize these two parts. It is quite simple to implement, it meets one of our challenges, which was to use the bandwidth of our IT teams as little as possible. The first thing to do is to share our Google Merchant Center accounts to Dataïads and then delegate a sub-domain so that they can integrate their pages into our ecosystem. The pages (Smart Landing Pages) really helped improve performance. In terms of RPU, so revenue per user, we make more than 23%. We also track the conversion rate, which improved by 17%, and the cart addition, which also improved by 9%. We calculated a Dataïads ROI, it is the cost of Dataïads in relation to the increase in turnover that Dataïads allows us to do, and clearly here it is indeed profitable, rather very profitable. We also want to develop further internationally, in Belgium, Switzerland, Spain and perhaps also in Portugal.
