At the recent ECR Europe conference, Erch Harsh of dm-drogeriemarkt (Germany) and Alexis Perakis-Valat of L'Oréal Germany, gave account of their success in Jointly Agreed Growth (JAG).

Logistics played an important part in the two companies successfully working together. When a new drugstore opens, it takes approximately 4 hours to stock the cosmetics shelf. L'Oréal delivers a pre-packed shelf which takes 15 minutes to install.

L'Oréal is a long-time believer in working with retailers to increase sustainable shopper satisfaction. In their partnership with dm, direct access to sales and customer behaviour in their data warehouses was shared. Using the information on dm customers, L'Oréal launched Casting Creme Gloss. After only three months it became dm's #2 hair colour brand with 23% NEW shoppers at dm and 14% NEW consumers to the category.

Skin care is one of the fastest growing categories. By installing a skin analyzer in a dm store, the category increased + 14.5%, and L'Oréal sales increased by + 20.5%. (This skin analyzer is also available the new Real Future Store in Toenisvorst, Germany.)

_{[Click PLAY for demonstration of skin analyzer]}