DOUGLAS makes life more beautiful during the holidays with SAP CX

In a dynamic, innovative, and fiercely competitive industry like beauty retail, that task becomes even more critical to secure sales and market share. For companies like the DOUGLAS Group, Europe’s number one omnichannel destination for premium beauty, the work starts well before the holiday season.

Make life more beautiful

DOUGLAS’ commitment to “Make Life More Beautiful” is not only for vanity but also with how their brand shows up for their consumers at each touchpoint.  With omnichannel operations in 22 countries and around 1,880 stores across Europe, the DOUGLAS Group is no stranger to complex operations. Their online shops and mobile apps serve as another important sales driver with 32.6% of sales (FY 2023/24) coming from digital channels, making them Europe’s leading omnichannel retailer in the premium beauty sector. Connecting the online and offline experience is a top priority for the DOUGLAS Group and they leverage advanced technologies to ensure that the experience between their “clicks” and “bricks” are seamless.

Throughout the year, DOUGLAS is focused on three key areas to ensure that they can drive sustainable profitable growth:

1. Leaning in on AI-driven customer engagement to provide value-add experiences and services
2. Delivering a superior omnichannel customer experience with a reliably technology infrastructure
3. Ensuring scalability and stability during peak seasons leveraging vendor support programs and conducting extensive testing year round

On top of these immersive tools for their consumers, DOUGLAS delivers top of the line experiences through social commerce. Thanks to the DOUGLAS Creator Program, everyone can become a content creator and share their product favorites or styling tips with the community. Consumers can add the featured items directly to their cart without having to hunt for them. To ensure that consumers also discover complimentary products, DOUGLAS leans into AI to deliver personalized recommendations for upselling and cross-selling opportunities.

How is DOUGLAS able to power all this?

DOUGLAS leverages SAP CX to power their holidays, with SAP Commerce Cloud as the backbone to their e-commerce operations. The stability of the platform was critical for driving the seamlessness between clicks and bricks.

With 100% uptime for the platform, DOUGLAS didn’t have to worry about bad site user experience and instead could shift their focus on delivering personalized holiday shopping moments for their consumers.

As DOUGLAS puts a bow and wraps up this holiday season, they are looking ahead to the next with laser focus on innovations that can make it even more meaningful. It is evident that DOUGLAS’ commitment to making life more beautiful extends beyond their products to every aspect of their operations, all while meeting their consumers expectations at every touchpoint.