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The Challenge: Optimizing Expansion Strategy Across Europe

Douglas, a leading European beauty retailer with more then 1850 stores in Europe, aimed to refine their expansion strategy for long-term success. While the desire to expand was clear, achieving optimal store placement across such a diverse market demanded a sophisticated approach. Traditionally, investment proposals relied on subjective assessments and limited data, making it difficult to identify locations with the highest potential profitability.

Furthermore, understanding the impact of different location types (malls vs. high streets) and their interaction with specific store concepts was a complex challenge. Without this knowledge, Douglas risked replicating successful concepts in unsuitable locations or introducing new concepts to the wrong market segment.

The Solution: Data-Driven Insights for Smarter Expansions

To address these challenges, Douglas partnered with WHATALOCATION.  Our solution offered several key advantages:

• C-Level & Controlling Engagement: We established close working relationships with Douglas' C-level executives and controlling team, ensuring alignment with strategic goals and financial objectives.
• Enriched Investment Proposals: WHATALOCATION's AI-driven platform transformed Douglas' investment proposals.  By leveraging big data and advanced analytics, we provided data-driven insights on location potential, customer demographics, competitor landscapes, and projected profitability.
• Unlocking Location Success Patterns: WHATALOCATION's deep learning models revealed previously hidden patterns in performance data. These patterns unraveled the ideal interaction between location types (malls vs. high streets) and store concepts, allowing Douglas to optimise their expansion strategy across many diverse European markets.

The Value: Measurable Improvements in Expansion Success

By partnering with WHATALOCATION, Douglas has witnessed significant advancements in their expansion strategy.  Here are some of the key benefits:

• Improved Investment Decisions: Data-driven insights from WHATALOCATION empowered Douglas to make informed investment decisions, ensuring new store openings maximized profitability and brand reach.
• Reduced Expansion Risks: By understanding the nuances of potential locations and store concepts, Douglas minimized risks associated with failed store openings.
• Targeted Expansion Strategy: WHATALOCATION's tools allowed Douglas to tailor their expansion strategy to different European markets, maximizing sales potential and brand impact for each location.

WHATALOCATION has become a vital partner in Douglas' European expansion journey.  Our data-driven insights  enrich investment proposals, illuminate successful location and store concept pairings, and ultimately empower Douglas to achieve sustainable growth across their European markets.