Douglas is one of the leading multichannel premium beauty retailers in Europe with about 2,400 stores and a unique e-commerce platform that is currently being expanded into a curated beauty marketplace. What can Douglas do to ensure that stores remain relevant to its customers? This was just one of the questions our Part-Time MBA students have been working on over the past few weeks during the Douglas Real Life Case. Susanne Cornelius (Chief Marketing Officer at Douglas) kindly provided three tasks in her case, which was part of Prof. Dr. Martin Fassnacht's marketing class. On February 2, 2020 the students successfully delivered the results of their work and discussed with the jury.
We thank the students for their inspiring presentations. Also, thanks to Susanne Cornelius for her contribution to our marketing class and for joining us over two weekends.