- 2021 Rank 7
- Founded 1990
- Model Public
Why we love Ulta Beauty
Robust mobile app
This beauty retailer emphasizes user experience by loading up its mobile app with tons of exciting features. The second tab of the app homepage offers personalized recommendations based on user profiles and previous engagements. For shoppers unsure about the products that would complement them best, the app also features augmented reality (AR) tools to conduct skin analyses and virtually try on all sorts of beauty products.
Maxed-out offline experience
Ulta is tied for the highest offline score in this year’s Index. The brand provides shoppers with several convenient shopping experiences, such as the ability to view local store product availability online, make an order, and pick up their purchase in-store. The beauty retailer also makes use of Index best practices by engaging customers in rewards programs to offer them exclusive deals—and frequently reminds them of loyalty point levels to encourage them to earn more points through additional purchases.
Extensive preference center
Personalization is no joke for Ulta. The brand seeks to take in as many data points as possible to personalize recommendations based on customers’ preferences for skincare, hair products, and makeup. On the mobile app, its introduction to the skin analysis asks users about how they would describe their skin condition and which product areas they’re interested in before directing them to take an even deeper website questionnaire. Shoppers can also update their concerns, preferred ingredients, favorite brands, and specifics about their skin tone and type at any time to better receive product recommendations that fit their individual interests.
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