The Douglas Group is implementing an expansion strategy, wanting to be closer to customers. After opening the 150th perfumery, it continues to open new points, but also invests in the modernization of branches in larger cities in Poland. The aim of the revitalization in the Avenida Poznań perfumery was to modernize the interior. Installed, among others: suspended ceilings, LED lighting and visual identification elements. The space has been refreshed and adapted to the most current perfumery concept and equipped with multimedia screens that increase its functionality and aesthetics.
– The phenomenon of market saturation is particularly visible in larger urban agglomerations, metropolises and shopping centers. As consumer preferences have changed somewhat as a result of the pandemic,
in these locations, we focus on modernizing existing perfumeries – says Magdalena Przybysz, director of CEE expansion at Douglas Polska.
SPA in 37 perfumeries
In 37 perfumeries, shopping can be combined with exclusively available SPA services. The treatments are performed by specialized staff – trainers from brands such as Dior, Lancôme, Caudalie, Murad, Shiseido, MBR, La Prairie, Strivectin, La Mer and Estée Lauder, who perform individual consultations. Many of the proposed treatments can be used for free as a gift when purchasing products of particular brands.
Similarly, services are offered in mobile expert capsules available in an increasing number of perfumeries throughout Poland. The offices located in the perfumery travel to locations throughout the country, and the treatment schedule is available a month in advance in the Booksy application.
Treatments last from 20 minutes to an hour. The Murad brand has created three professional care therapies for Douglas, Caudalie offers clients a skin examination combined with a non-invasive treatment, and SENSAI focuses on relaxing facial treatments. We can sign up for consultations and treatments via the Booksy platform.
Click&Collect also in the express version
In line with the omnichannel approach, the brand implements modern solutions tailored to both sales channels. It is possible to place an order with the help of a consultant from the perfumery level in the online store – you can pick it up both at the perfumery or at home with the option of free delivery. Customers can also benefit from free delivery via the online Click & Collect service. A new solution is Click & Collect Express, which allows you to order a product online and collect it from the perfumery within 2 hours. This is a service that was introduced to the entire network a few weeks ago, in response to customer interest.
What do we know about the Douglas Group?
The Douglas Group, together with its brands: Douglas, Nocibé, parfumdreams and Niche Beauty, is one of the leaders in Europe in the omnichannel offer of premium beauty products and services with 1,850 stationary perfumeries. In the 2022/23 financial year, the group achieved (net) sales of EUR 4.1 billion and employed approximately 18,000. people all over Europe.
