Max Melching Bereichsleiter Online Marketing, Data Intelligence & Retail Media Douglas Max is responsible for the departments of online marketing, data intelligence and retail media at Douglas since 2018. Besides running the in-housed online marketing teams for 16 countries, this also includes data related topics such as web analysis, DMP and marketing technology. In 2019 Max was involved in founding and scaling the retail media spin-off Beauty Media Solutions GmbH. Previously he founded the bargain platform Cherry Möbel and spent 6 years at HolidayCheck as Head of Performance Marketing & CRM.

2. Title of the
Meeting 1
Subtitle/name of
presenter
Retail Media & Co-Marketing
Max Melching
Director Online Marketing, Data
Intelligence & Retail Media

3. STATUS QUO - STRONG E-COMMERCE GROWTH
3
2 4 6 9 13 19 23 32 39
50
69
106
145
180
261
324
383
423
04/0503/0400/01 01/02 08/0907/0802/03 05/06 06/07 09/10 10/11 16/1711/12 18/1912/13 15/1613/14 14/15 17/18
E-COMMERCE NET SALES (IN M€)
H I G H LY P R O F I TA B L E E - C O M M E R C E G R O W T H W I T H N E T S A L E S E XC E E D I N G € 5 0 0 M
+38.2%
YoY growth
+31.3%CAGR last 10 years
29.4%
Online Share of
Net Sales
Germany
585

4. CREATING THE LEADING BEAUTY PLATFORM IN EUROPE
FROM TRANSACTION FOCUS TO AUDIENCE FOCUS
4
T R AN SACT IO N FO CUS AUD IEN CE FO CUS
MEDIA SALES
RETAIL SERVICES
1:1 COMMUNICATIONDATA SALES
MARKETPLACE
Douglas
sells owned
inventory to
customer
Customer
purchases
Extended audience
Broader Assortment without additional inventory
Secondary profit pool through additional audience

5. “Google might know what you’re interested in buying,
Facebook might be able to deduce what you’d be inclined to buy,
but Amazon knows what you’ve actually bought, or even whether
you showed intent to buy.”
Randall Lane (Forbes, 09/19) post interview with Jeff Bezos

6. 6
C
Sociodemographic
Interest
Predicitive
Custom
Audience-Lookalikes
Competitor Cluster
Retargeting
Store
Data
40M
Beauty
Cards
Data
E-Com
Data
No campaigns for
irrelevant target audiences
Highly affine campaigns for
desired target audiences
Maximized ROI for industry
partners
Customers that
didn‘t buy for
the last
6months
Customers
who switched
brands
Customers
interested
in make-up
High income
beauty
enthusiasts
DOUGLAS DMP – DATA @ POINT OF SALE
TARGET CONSUMERS BASED ON DOUGLAS‘ EXCLUSIVE DATA

7. RETAIL MEDIA CHANNELS
Audience Network
(Off-Site)
Channel
Creative
DMP Segments Keywords & Shopping
DMP Segments &
Search Behavior
Targeting
Co-Marketing
Activities (Off-Site)
SPA & Audience Ads
(On-Site)

8. AUDIENCE NETWORK
CHANNEL OVERVIEW
8
VIDEODISPLAYSOCIALSEA
• YT Bumper / True
view
• Instream/
Outstream
• IAB Standard
• Premium/ Rich
media formats
• Native ads
• Feed ads
• Story ads
• Video ads
• Event Ads
• Collection Ads
• Instant
Experiences
• Collaborative
• Lenses
• Promoted pins
• Brand Sitelink
• Generic
Keywords
• PLA Boosting
• Shopping
campaign with
partners (co-
funded)

9. SPONSORED PRODUCT ADS (SPA)
ON CATEGORY AND SEARCH RESULT PAGES
Get discovered:
Placement of SPAs on top two positions of
the Category and Search result pages
(both desktop & mobile).
Increase sales:
Reaching customers who are searching
for products and driving them to your
product page
Keyword targeting:
Display of SPAs based on a bidding
procedure & relevant category- or
product related keywords.

10. AUDIENCE ADS
INCREMENTAL AD INVENTORY ON DOUGLAS
Audience targeting:
Define relevant set of customers for your
campaign, depending on your campaign
objective, which can span across the
entire funnel:
Create Awareness
Trigger Consideration
Drive Purchase
Foster Loyalty and initiate
Replenishment
Banner
Banner
Jetzt shoppen
Jetzt shoppen
Banner
WIP
Layout not final

11. WHAT ARE CO-MARKETING CAMPAIGNS?
HOW DOES IT WORK?
11
Industry
partner
Gives budget
Spends budget Pushing
chosen brands &
products within
the Douglas SEA
campaignsReports KPIs

12. SEA CO-MARKETING EXAMPLES
BRAND & GENERIC KEYWORDS
12

13. 13

14. SHOPPING WITH PARTNERS EXAMPLES
14

15. CUSTOMER LIFECYCLE
REACTIVATIONLOYALTYPROSPECTING DIGITAL FOOTFALL
PAGE VIEW RE PURCHASE INACTIVE DBC
Lookalike
Local Footfall
(Instore)
Extended
Lookalike
Gifting
Destination
Enriched Product
Page View
(Non-) / DBC members
purchasers
Enriched Basket
Abandoners
Localized push
messages (owned)
Replenish
Purchase
Local Footfall
(Instore)
Redeem
DBC Points
Cross-Category
Purchase
Previous
Gifters
Re-engage high value
inactive customers
Local Footfall
(Instore)
Re-engage inactive
DBC members
1
3
2
Audience
Marketplace
Branding
Previous Buyers
ACTIVATION
PURCHASEUNKNOWN / INACTIVE

16. EXTRACT RETAIL MEDIA PARTNERS
16

17. Thank you.
17
Max Melching
Director Online Marketing, Data
Intelligence & Retail Media
m.melching@douglas.de
+49 151 462 684 07