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mation about products, current offers, services and events in the stores. Not only that, but they can also check online to see whether a product is available in individual stores. If a product is currently out of stock at one store, they can choose to visit another store or order the product online. Douglas has also integrated many interactive features into its online shop that can give customers some valua- ble guidance when visiting one of the stores as well. One of these, for example, is the opportunity to rate purchases in the online shop and share their product experiences with other customers. A Douglas smartphone app enables mobile beauty shop- ping and offers a variety of service-related functions. In- ternet and social media can support stationary business superbly as all channels share the same goal: to make the customer’s shopping experience as attractive and pleasant as possible. The cross-channel concept employed by Douglas has already won numerous awards in trade magazines and is being expanded continuously. Here are three examples that illustrate just how well online and offline elements interact at Douglas: 1.Products ordered online can be delivered to any address or to the customer’s store of choice, where the customer can pick the product up, pay for it if necessary and even exchange or return it. 2.The online shop’s availability check feature lets customers see whether the product they want is in stock at the perfumery before they set out on their shopping trip. Beginning in summer 2014, this product can even be reserved online for pick-up in the store. 3.At, customers can rate products purchased in the perfumery or online shop and share their experiences with other customers who can then consult this infor- mation when making their own purchases. DEUTSCHEEUROSHOPANNUALREPORT2013/THECENTERS 065

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