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Ulta Beauty and Adobe Partner to Transform Customer Experience with Digital Innovation

2025/01/21 18:07 pm | Reading Time: 02:00

Ulta Beauty has partnered with Adobe to revolutionize its customer engagement strategy through advanced digital transformation. By leveraging Adobe’s innovative tools, Ulta Beauty aims to deliver seamless, personalized experiences that deeply resonate with its beauty community across all touchpoints.

Kelly Mahoney, SVP of Customer Marketing at Ulta Beauty, highlighted the importance of personalization in the beauty industry. “Beauty is deeply personal and intrinsically tied to emotional and physical well-being. With Adobe as our partner, we’re using data from over 44 million loyalty members to deliver personalized experiences at scale. Our goal is to create joyful, meaningful interactions that inspire brand love and keep our customers coming back.”

Since 2021, Ulta Beauty has utilized Adobe Analytics and Workfront to enhance its digital capabilities. The company recently expanded its collaboration with Adobe by adopting Adobe Real-Time Customer Data Platform (CDP), Adobe Journey Optimizer, and Adobe Customer Journey Analytics. These tools are designed to transform Ulta Beauty’s ability to deliver highly personalized interactions at scale across every channel and build meaningful brand loyalty.

Ulta Beauty’s loyalty program, responsible for approximately 95% of its sales, provides a rich dataset that uniquely positions the company to deliver tailored products and experiences. With the implementation of Adobe Real-Time CDP in just four months, Ulta Beauty can now better leverage its loyalty program data to understand customer preferences, enabling detailed audience segmentation and real-time updates to customer profiles. This ensures every interaction, whether online, in-store, or on mobile, is tailored to meet individual needs and preferences.

Josh Friedman, VP of Digital Products at Ulta Beauty, emphasized the growing importance of digital channels in the beauty industry. “While our stores and ecommerce both play vital roles, digital channels are increasingly critical for discovering and learning about new beauty products. With Adobe Real-Time CDP, we’re focused on inspiring our guests with tailored digital content and recommendations that truly resonate.”

The partnership enables Ulta Beauty to deliver timely, personalized recommendations, targeted promotions, and relevant content to customers. Whether shopping on the Ulta Beauty website, browsing social media, or visiting a store, customers can expect a seamless and engaging experience. By leveraging real-time data, Ulta Beauty can respond instantly to customer needs, enhancing satisfaction and deepening loyalty.

As shopper behavior continues to evolve, Ulta Beauty’s collaboration with Adobe positions the company to remain a leader in personalized, omnichannel customer experiences, driving deeper connections and long-term loyalty.

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