Rethinking Retail Media: IBM iX launches Self-Service Platform for DOUGLAS

The existing retail media offering of the DOUGLAS Group was already successfully established with its strong subsidiary DOUGLAS Marketing Solutions and was ideally suited for cooperation with major partners. However, it reached its limits in terms of scalability and the growing demand in the long tail – and thus offered potential for more efficient processes.

Together with IBM iX, the DOUGLAS Group has therefore defined the next logical step: building a self-service platform that offers an intuitive self-service solution in addition to managed service, delivering a convincing user experience, extensive analyses and first-class campaign results so that brands stand out. For DOUGLAS Marketing Solutions, the platform is the answer to the needs of long- and mid-tail brands: more autonomy and less complexity.

The idea was clear: a modern, scalable retail media platform that offers advertisers easy self-service access to media offers – from the first login to invoicing. This is the company’s response to the growing demand for flexibility and precise target group addressing. The tool gives advertisers the ability to design campaigns on their own and respond quickly to market needs without having to rely on account managers. The DOUGLAS Group thus optimizes campaign management for brands and positions itself as a strong, user-friendly and efficient cooperation partner for media planning and implementation.

The core of the concept is a modular platform architecture that can be seamlessly integrated into the existing system landscape of DOUGLAS Marketing Solutions. Built on Salesforce Media Cloud, IBM iX built a powerful self-service platform with:

Inspired by a successful US model, the self-service platform went live in June 2025 as the first of its kind in European beauty retail. It opens the door to a future-proof business model for customers that not only opens up new sales potential, but also strengthens the relationship with existing customers. The introduction of the self-service platform is already having a significant impact shortly after its launch – with noticeable efficiency gains, new growth impulses and clear operational advantages: from effective onboarding to scaling the advertising business with reduced effort. The key features and benefits are:

• Self-registration & onboarding – so new customers can get started right away, without manual effort.
• Digital Asset Management (DAM) – so all creatives are centrally available and can be played out quickly.
• Automated, real-time campaign optimization – with the ability to manually respond to developments, such as adjusting bids or audiences.
• Tapping into new budgets from long-tail and agency business – leverages hidden revenue potential.
• Reduced manual work through scalable automations. The platform will gradually ensure more efficient processes/workflows.

In the future, about one third of DOUGLAS Marketing Solutions GmbH’s sales are to be generated via the self-service platform – with over 1,000 active beauty brands and a platform designed for sustainable scalability.