Strategically Rethinking Pricing: Changing Hearts and Minds While Enhancing Market Leadership

With more than 2,400 perfumeries in prime locations in 19 European countries, Douglas is a leading retailer in the European beauty industry – but it does not take that leadership for granted. With a new executive team led by CEO Tina Müller, Douglas is executing a strategy to strengthen and expand its market leadership and be more customer-centric in a growing retail sector where customers heavily engage with digital and social media. Malika describes a journey of profound transformation to clearly define an omnichannel price strategy driven by the customer, ultimately leading to assessment and selection of a price optimization partner in Revionics.  Malika also charts her change management strategies and tactics to ensure that Douglas is poised for rapid and impact-driven execution.

About the Speaker

MALIKA MANSOURI
Global Head of Pricing
Douglas GmbH
 

Malika Mansouri, Global Head of Pricing, Douglas
Malika Mansouri began working at Douglas on 15 January 2018, taking up the newly created position of International Head of Pricing. In this role, she takes over responsibility for the continued development of the group wide strategy at Douglas – with a focus on dynamic, digital pricing. Ms. Mansouri has over 20 years’ experience in marketing, business development and pricing. Before her appointment at Douglas she was Chief Operating Officer at the Austrian drugstore chain BIPA and spent 12 years working for Metro Group, including as Head of Pricing for Metro Cash & Carry Germany.



 

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