20.10.2021

The fusion of physical and digital – how the phygital world influences the retail business

Category: DMS E-Commerce Retail Media

Ordering and picking up groceries from a supermarket easily with your smartphone, no longer holding a restaurant menu in your hand but scanning the QR code, or paying for purchases contact-free with your smartphone. These are all changes in the customer experience that have increasingly determined the everyday life of consumers, especially during the Corona pandemic. The same goes for monitoring our health or checking whether we are near someone who is ill via an app. These new functions all have a common point of intersection. They are part of the changes brought about by the phygital world and also by the advancing digitalisation. But what exactly does phygital mean and which opportunities arise in marketing to further improve the customer experience and increase sales?

News & Insights

The fusion of physical and digital – how the phygital world influences the retail business

Ordering and picking up groceries from a supermarket easily with your smartphone, no longer holding a restaurant menu in your hand but scanning the QR code, or paying for purchases contact-free with your smartphone. These are all changes in the customer experience that have increasingly determined the everyday life of consumers, especially during the Corona pandemic. The same goes for monitoring our health or checking whether we are near someone who is ill via an app. These new functions all have a common point of intersection. They are part of the changes brought about by the phygital world and also by the advancing digitalisation. But what exactly does phygital mean and which opportunities arise in marketing to further improve the customer experience and increase sales?

The end of the third party cookie – innovative and sustainable marketing solutions for the post-cookie era

In March, Google announced the end of the third party cookie. Now the advertising industry has another year and a half to come up with an alternative to the third party cookie – but the uncertainty is likely to remain. Douglas Marketing Solutions relies on first party data and offers clients relevance and range in the premium environment, which ensures reliable advertising opportunities in the long term. In this blog post, you can find out what the end of the third party cookie means, what the impact is and what solutions Douglas Marketing Solutions offers advertisers.

Cooperation with Douglas Marketing Solutions

Brands are always looking for new ways to get their products to consumers successfully and with high sales, and there are many ways to do this. But weighing up which paths should be used and which should rather not be taken is certainly helpful. At Douglas Marketing Solutions, companies are fully accompanied and supported from the sales process through campaign management to the evaluation of the measures taken.

Success story of Douglas Marketing Solutions – how the N°1 beauty retailer wins over the web audience with digital media campaigns and first-party data

Most people associate the brand Douglas with the leading perfumery chain in Germany with over 2,400 stores in Europe. But at least since the Corona pandemic, it should have become clear to everyone that online retailing in particular is one of the safest and most consistent ways to shop for their favorite products. Douglas became aware of this even before the pandemic and for this reason the beauty retailer increasingly invested in its own online retail.

Full Funnel Marketing Campaign for Carolina Herrera – Douglas Marketing Solutions interviewed by Patricia Nahrung from PUIG

Douglas Marketing Solutions, in cooperation with the PUIG Group, which among other things has the premium brand Carolina Herrera in its portfolio, worked out a full funnel marketing campaign to increase sales of the Good Girl line and especially to expand sales of the perfume Good Girl Suprême. The result was stunning, both for the Carolina Herrera company and for Douglas Marketing Solutions.

Behind the Scenes: Leyla Bakhshaliyeva – Digital Activation Manager

Today on Behind the Scenes, we introduce you to Leyla Bakhshaliyeva. She works as a Digital Activation Manager at Douglas Marketing Solutions and has over 11 years of professional experience in her field. She is experienced and at home in sectors such as PR, event management and presicion online marketing for beauty, fashion, jewellery and watches on the retail and agency side.

Stronger sales with the help of Sponsored Product Ads – Douglas Marketing Solutions helps Coty with brands such as Gucci, Hugo Boss or Chloé to increase their sales enormously in the Netherlands

In the past, it would have been enough for a large beauty brand to place its products in stores and online shops and let things take their course. In the meantime, due to the massively increasing selection of brands and products, it is clear: the competition is growing and with it the battle for the best placement and visibility on relevant marketplaces.

Douglas Partner Program / Marketplace: More than every 10th eCom order contains a partner product

Max Melching has been working in the areas of online marketing and data intelligence for Douglas in a leading position since 2018. He looks after all countries and companies within the Douglas Group in-house, is responsible for collecting, analyzing and activating the data and co-founded the Retail Media Business. In addition to these functions, the expansion of the Douglas Partner Program has been part of his area of ​​responsibility since this year. He spoke to us about its expansion and strategy.

DOUGLAS LIVE: Shopping experience that delivers the entertainment factor

Yassin Hamdaoui has been working at Douglas for three years. After working in the digital division and on both shop content and the integration of content into the customer journey, he is now responsible for product data management in its entirety, as well as social commerce and innovations, and has been since March 2021. This area includes live shopping concepts as well as new shopping concepts for the e-sector. We interviewed Yassin, and he spoke to us about DOUGLAS LIVE and how, with these formats, shopping can become a real all-round experience.

Product reviews increase the conversion rate: Customers become brand ambassadors with the DOUGLAS BEAUTY TESTER

With shops closed around the world, customers are currently unable to smell products feel their texture and experience their effectiveness. This is where meaningful and authentic product reviews posted by other consumers are making more of a difference. 97 % of users take a look at reviews while shopping — a behaviour that the DOUGLAS BEAUTY TESTER takes advantage of.

The backbone of e-commerce: How online reviews and “social proof” determine e-commerce performance

The rapid development of social media and e-commerce is attracting more and more consumers to online forums that revolve around products and their reviews. Reviews have now become so important in e-commerce that they have already established their own little ecosystem, consisting of a total of four main players: Rating syndicators, sampling providers, analytics companies, and retailers.

Turning 1€ into 9€: How Biotherm used sponsored product ads to boost its Christmas business

Whereas offline retailers have static shelves, online stores feature dynamic product feeds. Thus, a solid online marketing strategy is required to ensurethat products are highly during Christmas season as one of the major shopping occasions of the year. Using sponsored product ads and partnering with Douglas Marketing Solutions, Biotherm’s hero line “Life Plankton” secured pole position in Douglas’ online shop during the holidays.

Retail media: Escaping the “Cookiecalypse”

Retail media is no longer a foreign concept in Germany, but it was only last year that a small marketing revolution was triggered as a result of the coronavirus pandemic. And it will remain a hot topic over the coming years. After all, how better to reach customers than while they're already shopping online?

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