FNAC: SUPERCHARHING ONLINE TEXTBOOK SALES WITH KNOWLEDGE-INSPIRED FAMILY REWARDS

The Challenge

Fnac Portugal wanted to become the number one destination for families purchasing school textbooks online. In a highly competitive and seasonal market, early online orders are critical, but families often wait or shop across multiple platforms seeking the best deal. Fnac had to give families a compelling reason to choose their online store for all of their back-to-school needs.  

The retailer set out to design a meaningful experience that encouraged early purchases, strengthened engagement with the brand, and resonated specifically with families with school-aged children. 

Why TLC

This campaign marked Fnac’s second consecutive year partnering with TLC. Fnac trusted TLC’s ability to deliver campaigns that connect with families in a meaningful way.  

TLC’s proprietary Rewards for All platform allowed Fnac to offer carefully curated, family-focused experiences that were easy to redeem and directly aligned with the motivations of this target demographic. 

The TLC Approach

TLC designed a campaign that spoke directly to Fnac’s target audience. At the heart of the initiative was the idea that back-to-school shopping could be more than a chore – it could be an opportunity to reward learning and family time. 

Encomenda Conhecimento therefore focused on two key reward categories – educational activities and family fun. Every family who placed their schoolbook orders early through Fnac’s online store was eligible to access these experiences. TLC ensured the rewards were relevant, diverse, and easy to redeem.  

By integrating educational enrichment with enjoyable family experiences, TLC turned a standard online transaction into a value-added moment that resonated emotionally with both parents and children.