Douglas – Dana Richards

Douglas Beauty Club

Agency: Wunderman Thompson
Client: Douglas
Role: Art Director
Tasks: Web Design. CRM

Digitalizing one of the longest-running loyalty programs in Germany

The German perfume and cosmetics retailer, Douglas, had a membership program that had existed for over 20 years but their program needed a total refresh, with a personalized approach. We helped develop a 1:1 omnichannel solution, introducing individualized communication across touchpoints – digital & instore, a points and rewards system, and contextual selling propositions through editorial content.
 
By gathering data throughout the customer journey – from sign up and online profiling to in-store shopping – we learn more with every purchase and engagement. Within the first 4 months card member acquisition increased by 125% and 4 million+ members were added. 

After successfully launching the Beauty Club program we continued a long-term collaboration with Douglas. Over the relationship, I was involved in multitude of roles including: loyalty program naming and strategy, logo design, physical card design, print and POS communications, personalized newsletter creation, loyalty website and app design, social strategy, an ecomm website redesign, and a overall brand redesign.

Agency:
Client:
Role:
Tasks:

Wunderman Thompson
Douglas
Art Director
Web Design, CRM & Branding

Personalized web experience

Physical card design concepts

Moodboards, program naming, logo exploration

Email templates and designs