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Building the Leading Beauty Platform: Douglas Success Story

Extreme order volume
Reduced Time to launch new shops
Four Countries Live with more to come

Douglas is the leading premium beauty platform in Europe with headquarters in Düsseldorf, Germany. The continued expansion of the fast-growing e-commerce business is the focus of the #FORWARDBEAUTY.DigitalFirst. strategy program. Thus, in 2019 Douglas made the strategic decision to fully transform its digital landscape.

We partnered with Douglas and SAP in a complete SaaS setup for the public cloud including multiple SAP CX solutions. Douglas is integrating online shops, marketplace and stores into a data-based beauty platform, thus focusing its growth strategy on digital beauty retail.

In the 2019/2020 fiscal year, Douglas generated sales of €3.2b in the areas of perfumery, decorative cosmetics, skin and hair care, as well as nutritional supplements and accessories. In CY 2020 Douglas generated 1 billion Ecommerce turnover with a growth rate of 60%.

We are excited and proud to be a partner of Douglas in their transformation from an omnichannel beauty retailer to the leading digital beauty platform.

About Douglas

  • Founded in 1910
  • Industry: Retail/Beauty
  • Countries: 26
  • Stores: over 2.000
  • Turnover fiscal year 2019/2020: 3.2 bn €
  • Online revenue share: 37% at the end of calendar year 2020

Vanessa Stützle, Chief Digital Officer and Member of the Management Board

The new commerce platform was an essential part of bringing our #ForwardBeauty.DigitalFirst strategy to life. NETCONOMY helped us with state-of-the-art technical guidance and expert advice throughout the entire project. We truly appreciate the commitment and dedication of the NETCONOMY team, as well as mutual trust we have built and relied upon.

Challenges

Various target groups and markets
Complex architecture and data exchange process
Old SAP Hybris version in place, no upgradability
No ability to add new SAP commerce features
Various software vendors resulting in longer development times
Long time to set up new shops, no expandability
Loyalty program and online shop technically separated
Strategic question: Continue with a complex, non-upgradable architecture or take time to rebuild the entire digital commerce landscape?

With an ambitious goal to stay the #1 beauty destination in Europe and having the need to address many different target groups, Douglas decided on a strategic step.

 

Project Scope:

  • Reduce time to market new shops
  • Leverage the microservices-driven architecture
  • Enable transformation of the commerce landscape through increased flexibility
  • Enable rollouts in various countries and regions
  • Introduce 1:1 personalization scenarios for various target groups
  • Platform-Strategy with a flexible, scalable technology consisting of important elements suchas Ecommerce, Stores, Loyalty Program and a marketplace interacting seamlessly
Achievements
  • Scalable and reliable eCommerce platform with complex ordermanagement processes
  • Multi-language, multi-currency, multi-site platform
  • Comprehensive multi-channel process integration to allow “Shipfrom store”, “Click & Collect, and “Click & Reserve”
  • Entire Storefront management based on SmartEdit
  • Fully integrated marketplace of over 90 merchants
  • Fully integrated loyalty program with more than 44m loyalty cardholders
  • Increased Revenue, number of orders and average order value
  • Increased conversion rate
  • Centralized Customer Identity & Consent Management
  • Marketplace as key initiative of the ecommerce platform
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