Ulta Beauty’s channel-agnostic growth strategy
Glossy reported that when Ulta Beauty credited a 16% increase in year-over-year net sales in the third quarter to an integrated omni-channel approach as the key driver. Ulta’s increasingly channel-agnostic slant is how customers are shopping today, particularly high-spend customers. According to said Ulta's SVP of Digital and E-commerce, Ulta’s omnichannel shoppers spend up to four times more than its single-channel guest, and they frequent stores two-to-four times more. “You would think their extra spend was digital spend, but, ironically, that extra spend is happening in stores,” she said. “Our best customers are omnichannel customers, so we want more of those kind of shoppers and to make our experience better for her,” she said.