Download - How ULTA Stays Relevant to Customers Across All Marketing Channels


Driving Relevanc

y (and Incremental Sales)


o Founded in 1990 o A beauty superstoreo The largest US

beauty retailer that provides one-stop shopping for prestige, mass and salon products and salon services


609 stores across the US


Over 20,000 beauty products…


…and a Salon in every store


Over 11 million active members


Members love our catalogs, coupons, and

rewards

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.9

We communicate with members

across many channelsGuest Services

Mobile

Direct Mail

Online

Email

Point of Sale

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.10

Our primary challenge?Making our

communicationRELEVANT

to her.


ObtainCustomer Data

Develop RelevantContent

Send it via the Right

Channels

The Concept Seems Easy

Learn From the

Data

… but it’s NOT Easy


Enter Adobe Campaign

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Better insights via a single view of the customer

+ Self-service, cross-channel marketing tool

+ Fast, intuitive campaign setup & measurement

+ One-to-one personalization

Benefits

13

= Relevant Communications


CRM Solution

AdobeCampaig

n

Data Source

s

AnalyticsDatamart


Data Sources

15

7 Systems and 38 Data Feeds

Marketing Planner

Loyalty

POS

Email

Salon

Pricing

eComm

Adobe Campaign


Adobe Campaign

16

o Daily Data Feeds & Data Cleansingo Harmonization Rules (Single View of

Customer)o Segmentation & List Selection Toolo Integrated with Delivery Channelso “Next Day” Campaign Measuremento Multi-Level Reporting


Data Mining, Modeling, and Scoring (via SAS)

AdobeCampaign Database

ULTA Analytics Datamart

Daily updates

Model Scoring


So, how does use

it?


Personalize Content1 email

21 ad tiles

1,050 unique

versions

3

7

1

1

3

6


Email

20

Direct Mail

Reach via Multiple Channels


Deliver a Multi-Touch Series

21

+ 14 days

+ 7 days


Recognize Special Events


Accelerate Brand Sales


Increase Purchase Frequency

24


Drive Product Trial


Test & Learn

26

Original Send Date: Thursday, April 18Offer Valid thru: Thursday, May 9Subject line: Exclusive Ojon Offer Just for You!

E-MAIL STATS Open Rate

Click Rate

TOTAL

ULTA Incr. Lift

Transactions

Average Ticket

Total Sales

Margin

Target Audience:

OJON Incr. Lift

Transactions

Average Ticket

Total Sales

Margin

Easy to set up control and test groups!


Thank you.