Personal engagement is omnichannel experience at Ulta Beauty


BOLINGBROOK, Ill. — For fast-growing retailer Ulta Beauty, having an omnichannel presence does not just mean selling products across multiple touch-points. As Ulta Beauty executives explained during a presentation at the recent Oracle Industry Connect 2015 conference, the retailer uses an Oracle Retail technology platform to support a range of omnichannel experiences that engage customers at a highly personal level.


For example, Ulta Beauty posts shoppable “haul videos” customers create on its e-commerce site. The haul videos show customers displaying items they bought at Ulta, explaining why they like them so much, and giving tutorials on how to use and apply them properly. Customers can rewind to a specific product and click on it to be brought to its listing on the Ulta site.


In addition, Ulta Beauty will offer loyalty members (who represent 80% of sales) personalized online product recommendations with a min-shopping cart overlay that lets them click to the full product page. When customers purchase the item, they remain on the product page and can see full photos and information.


Other omnichannel customer engagement features include live interactive chat with beauty consultants, as well as visibility of inventory in nearby stores. Customers can book in-store salon appointments online, boosting store traffic,


Furthermore, Ulta Beauty is piloting an iPad-based clienteling application that will replace the current system where customers fill out paper forms to obtain consultations with beauty experts.

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