The U.S.’s largest splendor retailer is applying buyer insights in a new way.
Ulta Splendor is launching UB Media, a retail media community that will leverage the retailer’s wide data abilities to far better get to its buyers, on May well 19.
More from WWD
The network “provides a acquire-acquire-earn for every person. It’s a new income stream for us, a win for customers or model associates and a acquire for our attendees,” explained Brent Rosso, vice president of UB Media. “The get for the client is a seamless encounter and improved personalization.”
UB Media might be new, though Ulta has been tests the waters for the previous a number of a long time. “We’ve been actively playing in the place a little bit about the final two to a few a long time via our digital internet marketing partner program,” Rosso claimed. “We’re getting that method and placing a lot a lot more emphasis and assist driving it. Far more item, additional knowledge, more tech and morphing it to UB Media.”
Rosso said the network’s place of differentiation was Ulta’s huge expertise of its shoppers. “Ninety-5 percent of all transactions are tied to our loyalty application. When we say we know our shopper, we know them much better than any one else,” he explained. “We do not give [brands] the info, but we can deliver accessibility in the form of assisting them get to their viewers better than anybody else because of that knowledge.”
Whilst the media network is at first for Ulta’s brand name partners, Rosso did not rule out opening up accessibility to beauty brand names that aren’t sold with the retailer.
For extra from WWD.com, see: