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Shopping at Ulta Beautyis an experience on par with being a kid walking through a candy store.
Themakeuppowerhouse is quickly beginning to take over the beauty business since itfirst opened its doors in 1990.
How does Ulta do it?
Read on for sneaky ways that this retailer is getting you to open up your wallet.
Ulta fits customers' beauty budgets
Ulta has always been focused on what customers want.
Whatever a person’s budget may be, there’s something to buy.
The store’s data has proved this to be true.
About 77 percent of its customers eventually purchase both low-end and high-end products.
As of this writing, there are currently almost 32 million active members, according toForbes.
It’s no wonder that77 percent of Ulta shoppersown more than 11 lipsticks!
Members of Ulta’s rewards program can even accumulate points through their salon services not just with makeup purchases.
Having a place for all your beauty needs is a sure way tospend $450quickly.
Bring on the platinum status!
Customers can even receive up to half off on their favorite items at Ulta.
Because of this, customers have to be quick in purchasing their favorite makeup must-haves by midnight.
According to a poll by CreditCards.com,80 percent of younger people have made impulsive purchases online.
The company gives customers access to products they normally wouldn’t purchase.
The app even sends push notifications to users so they can receive immediate updates for sales to theircell phones.
She wants everything at her fingertips.
She buys a lot of units, and that’s something we bring to Ulta."
Ulta’s app now includesGLAMLab, a virtual way to try on thousands of makeup brands.
This is exactly how beauty businesses get customers to come back and spend money.
The beauty business, essentially, is telling its customers what they need to buy.
Free stuff can’t be causing people to spend more money, though, right?
Instead, they can try out the sample in the comfort of their own homes.
Ulta partners with celebrities that people look up to
Social media influencers are modern-day celebrities.
Wang added, “We look on the social side.
Brands like Morphe and ColourPop have gained a lot of traction.
It’s important for us to get these brands.
It’s a win-win for us our guests are looking for them, and it drives traffic in.”
Other notable collaborations with Ulta include one withKylie Jenner, whohas over 150 million Instagram followers.
There are even great perks when a customer’s birthday rolls around.
In other words, treat yourself!
Users will receive double rewards points every day of the year instead of just during their birth month.
That’s why Ulta keeps items near the register that are all under $20.
Beware the checkout line!
That’s not us," Monica Arnaudo, Ulta’s senior vice president of merchandising, toldGlossy.
As of August 2019, the chain had1,213 storesacross the U.S., and the company continues to grow.
Ulta has opened up more than 100 stores every year since 2013.
The beauty powerhouse is very strategic with its locations and focuses on the masses.
Obviously, the closer the store is to a person, the more likely they are to visit.
All in all, it’s really no wonder that Ulta’s competitors are struggling to compete.
Arnaudo added, “We’ve got something super strong and special that’s unique to Ulta.”
