How The Ulta App Is Mobilizing Personalization
Convenience and a seamless transition between mobile and in-person retail transactions play a large part in consumer personalization. Between the Ultamate Rewards program, personalized product recommendations and push notifications, and AR functionality, the Ulta app has a lot to offer. When Sailthru evaluated 250 retailers for our annual Retail Personalization Index, Ulta was one of just three brands to earn a perfect score in the mobile category.
Here’s a closer look into the ways the Ulta Beauty app engages and retains their loyal consumer base.
GLAMLab in the Ulta App
The Ulta app has a virtual live try-on experience, allowing customers to upload a selfie or choose one of the 15 pre-chosen models with a range of skin tones and face shapes to try on makeup prior to purchase. The experience allows the user to virtually apply makeup to lips, foundation, eyeshadow, eyeliner, mascara, eyebrows, and cheeks—all without having to step foot in the store. Items can also be purchased through the app and picked up in-store within hours.
Each category has a horizontal bar on the bottom where the user can scroll through each product by color. Once the user selects a shade, it names the product currently highlighted, and then gives the option to pull up all of the details without having to divert from try-on mode. There is also a ‘Now Wearing’ button on the top bar that allows the user to view all of the products currently applied to their own photo or the model, with the option to add some (or all) products to their bag. The app allows users to favorite products to save for later purchases.
Beauty Quizzes, Guides, & Trends
With quizzes, buying guides, and beauty trends, the Ulta app has a robust resource section. Quiz topics cover foundation, skincare and haircare to narrow the focus and suggest products that most fit the user’s needs. The guides provide information to find the perfect foundation shade, a new fragrance, or a hair styling tool. The hair styling tool guide provides insight on the “basics” and what to look for in a product (material, ions, voltage), then gives additional tips for each styling tool.
The guide to hair dryers touches upon the user’s hair “goals” and breaks the category down into three: lightweight, portable, and innovative. At the bottom, there is an option to shop all hair dryers should the user want to further investigate the category.
The last section is beauty trends for skin, hair, fragrance, which are now all geared towards fall and winter trends. The ‘Fall Remix’ features YouTube tutorials on how to pull off a bold lip, bronzed eyes, a fishtail braid, and the art of perfecting the pineapple hairstyling method. After watching the YouTube tutorial, you can shop the look, which provides the products and tools needed.
Ultamate Rewards and Preferences
When a user first signs up for the app, it allows for ultamate customization—the user can set preferences for skin type, hair, and makeup (tone), in addition to concerns and product ingredients the customer would like to avoid. This allows the app to send notifications and suggestions based on preferences that are important to each customer. For a seamless shopping experience, preferences are applied to either web or mobile when the user is logged in.
In 2018, approximately 95% of Ulta’s sales were driven through the company’s rewards program—one that is further emphasized through the app.
The rewards program allows customers to earn points on all beauty products and services, both in-store and online. A point is earned for every dollar spent, with the potential to earn bonus points for products on promotion. For easy accessibility, the reward status is anchored on the app’s homepage.
The program has three tiers each with varying degrees of minimum spend requirements. The higher the tier, the greater the benefits, leading to a higher incentive for the customer to spend more per year. During your birthday month, customers can earn double points on all purchases throughout the month. Offers within the app change daily, and often include free items (usually requiring a purchase).
On par with rewards, there is a ‘Stores’ button that lets the user search for the closest location, providing store details along with an entire menu of services that can be booked at any given store. Here, the user can choose the desired service, the Ulta pro, date, and time.