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Douglas goes more virtual

Eurobuild CEE 27 March 2020
WORLD Douglas now uses SAP software systems for personalising its online range and updating it in real time.

The company now uses SAP Commerce Cloud and SAP Marketing Cloud. With the introduction of these systems, the group's online sales rose 38.2 pct to EUR 585 mln last year. Online sales account for 16.9 pct of the total brand’s turnover in Europe. Since the takeover of Parfum dreams online store in 2018, Douglas has intensified its online marketing. “One of our biggest challenges was to change our online system to the new one. We wanted a flexible platform that would allow us to introduce new elements and new ideas quickly. I think that by working closely with SAP we will be able to achieve this goal,” comments Ingo Mommertz, the director of e-commerce at Douglas. “The specific nature of the Douglas internet chemist store, which has several language versions and sells more than 50,000 products is made even more complicated by ongoing updates. Adding more functions to the web page can take several months but with the introduction of the SAP Customer Experience cloud system, this process has been simplified by automating many repetitive tasks. Tools sucha as these make it easier to introduce systems that are tailored to the customer’s needs at much shorter notice and with less effort,” explains Joanna Kosiorek, the SAP customer experience marketing manager for the CEE. Douglas currently operates drugstores in 26 countries and has more than 2,400 brick and mortar stores providing around 55,000 cosmetics and more than 750 brands. The chain first opened its online store in 2000 and eleven years later it also created a mobile shopping app.

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