{"id":141978,"date":"2026-02-11T11:59:15","date_gmt":"2026-02-11T10:59:15","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=141978"},"modified":"2026-02-11T11:59:17","modified_gmt":"2026-02-11T10:59:17","slug":"la-pression-promotionnelle-se-maintient-chez-douglas","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/beaute-soins\/la-pression-promotionnelle-se-maintient-chez-douglas\/","title":{"rendered":"La pression promotionnelle se maintient chez Douglas"},"content":{"rendered":"\n<p>La cha\u00eene de parfumeries <strong>Douglas<\/strong> fait \u00e9tat d&rsquo;un Black Friday tr\u00e8s r\u00e9ussi et d&rsquo;une forte croissance du commerce \u00e9lectronique, mais a vu ses marges sous pression au premier trimestre de son exercice fiscal en raison d&rsquo;une pression promotionnelle croissante.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab Les promotions sont essentielles \u00bb<\/h2>\n\n\n\n<p>Douglas annonce une croissance de son chiffre d&rsquo;affaires de 1,7 % \u00e0 1,67 milliard d&rsquo;euros pour la p\u00e9riode d&rsquo;octobre \u00e0 d\u00e9cembre 2025. Cependant, l&rsquo;EBITDA ajust\u00e9 a baiss\u00e9 de 5,6 % \u00e0 333,7 millions d&rsquo;euros, ce qui correspond \u00e0 une marge EBITDA ajust\u00e9e de 19,9 %. Les consommateurs se montrent de plus en plus sensibles aux prix et prudents, ce qui p\u00e8se sur la demande de produits de beaut\u00e9 haut de gamme. \u00ab Les consommateurs r\u00e9fl\u00e9chissent actuellement \u00e0 deux fois avant de d\u00e9penser, ce qui accro\u00eet la concurrence et rend les promotions sur les prix essentielles pour tous les acteurs du march\u00e9 \u00bb, explique Sander van der Laan, PDG de Douglas.<\/p>\n\n\n\n<p>Gr\u00e2ce \u00e0 l&rsquo;ouverture de nouveaux magasins, le chiffre d&rsquo;affaires des magasins a augment\u00e9 de 0,4 %, tandis que le chiffre d&rsquo;affaires comparable a diminu\u00e9 de 2,8 %. Les activit\u00e9s de commerce \u00e9lectronique ont augment\u00e9 de 4,2 %, notamment gr\u00e2ce au succ\u00e8s des <em>services cross-canal<\/em>, dont Click and Collect Express, qui ont enregistr\u00e9 une croissance \u00e0 deux chiffres. Selon le d\u00e9taillant, cela souligne l&rsquo;attrait de l&rsquo;omnicanal dans le commerce de d\u00e9tail des produits de beaut\u00e9. Le programme de partenariat a \u00e9galement connu une forte croissance sur une base annuelle.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Signes de reprise<\/h2>\n\n\n\n<p>Douglas fait \u00e9tat d&rsquo;une forte demande des clients lors de la promotion Black Friday en novembre : le trafic web sur les boutiques en ligne de Douglas et Nocib\u00e9 a augment\u00e9 jusqu&rsquo;\u00e0 plus de 3,5 fois le volume d&rsquo;un vendredi normal et la demande a atteint un pic d&rsquo;environ 25 000 commandes par heure. Ce jour-l\u00e0 seulement, l&rsquo;entreprise a trait\u00e9 pr\u00e8s de 358 000 commandes sur ses 22 march\u00e9s omnicanaux. Il est \u00e0 noter que l&rsquo;application Douglas a atteint la premi\u00e8re place du classement iOS App Charts dans la cat\u00e9gorie des applications de shopping en Allemagne.<\/p>\n\n\n\n<p>Mais si les \u00e9v\u00e9nements promotionnels importants tels que la Journ\u00e9e des c\u00e9libataires et la Black Week se sont av\u00e9r\u00e9s tr\u00e8s attractifs pour les clients, ils ont \u00e9galement anticip\u00e9 en partie la demande initialement pr\u00e9vue pour la p\u00e9riode de No\u00ebl. N\u00e9anmoins, les march\u00e9s cl\u00e9s de Douglas en Europe occidentale (notamment l&rsquo;Allemagne, l&rsquo;Autriche, la Suisse, les Pays-Bas et la Belgique) ont montr\u00e9 des signes de reprise, selon le d\u00e9taillant : les ventes ont augment\u00e9 de 0,6 % apr\u00e8s plusieurs trimestres de baisse. Sur le march\u00e9 fran\u00e7ais, pourtant faible, les ventes ont augment\u00e9 de 1,2 %.<\/p>\n\n\n\n<p>En Europe centrale et orientale, la confiance des consommateurs, en constante augmentation, a contribu\u00e9 \u00e0 une hausse des ventes de 7,3 %. Ce march\u00e9 largement inexploit\u00e9 offre encore des opportunit\u00e9s de croissance int\u00e9ressantes pour les d\u00e9taillants de produits de beaut\u00e9 tels que Douglas.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La cha\u00eene de parfumeries Douglas fait \u00e9tat d&rsquo;un Black Friday tr\u00e8s r\u00e9ussi et d&rsquo;une forte croissance du commerce \u00e9lectronique, mais a vu ses marges sous pression au premier trimestre de son exercice fiscal fractionn\u00e9 en raison d&rsquo;une pression promotionnelle croissante. <\/p>\n","protected":false},"author":3,"featured_media":141979,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[27,19],"tags":[],"people":[],"extra":[43],"company":[939],"topic":[266],"region":[243],"class_list":["post-141978","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beaute-soins","category-schoonheid-verzorging","extra-plus","company-douglas","topic-resultats-financiers","region-europe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La pression promotionnelle se maintient chez Douglas - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Douglas fait \u00e9tat d&#039;un Black Friday tr\u00e8s r\u00e9ussi et d&#039;une forte croissance 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