ULTA is no different than most retailers juggling rewards programs, catalogs, coupons, etc... Communications are critical, and every customer is different. Eric Messerschmidt, ULTA's VP of Loyalty and CRM shares how they stay relevant and drive incremental sales by looking at a single view of the customer across channels, and using Adobe Campaign to manage their campaigns. Learn more about Adobe Campaign here: http://www.adobe.com/solutions/campaign-management.html This presentation was give at Adobe Digital Marketing Symposium in San Francisco on September 11, 2013.

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Driving
Relevanc
y (and Incremental
Sales)

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o Founded in 1990
o A beauty superstore
o The largest US beauty
retailer that provides
one-stop shopping for
prestige, mass and
salon products and
salon services

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609 stores across the US

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Over 20,000 beauty products…

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…and a Salon in every store

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Over 11 million
active members

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Members love our
catalogs, coupons,
and rewards

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9
We communicate
with members
across many
channels
Guest Services
Mobile
Direct Mail
Online
Email
Point of Sale

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10
Our primary challenge?
Making our
communication
RELEVANT
to her.

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Obtain
Customer Data
Develop
Relevant
Content
Send it via the Right
Channels
The Concept Seems Easy
Learn
From the Data
… but it’s NOT Easy

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Enter Adobe Campaign

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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

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CRM Solution
Adobe
Campaig
n
Data
Sources
Analytics
Datamart

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Data Sources
15
7 Systems and 38 Data
Feeds
Marketing
Planner
Loyalty
POS
Email
Salon
Pricing
eComm
Adobe
Campaign

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Adobe Campaign
16
o Daily Data Feeds & Data Cleansing
o Harmonization Rules (Single View of Customer)
o Segmentation & List Selection Tool
o Integrated with Delivery Channels
o “Next Day” Campaign Measurement
o Multi-Level Reporting

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Data Mining, Modeling, and Scoring (via
SAS)
Adobe
Campaign
Database
ULTA
Analytics
Datamart
Daily updates
Model Scoring

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So, how does
use it?

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Personalize Content
1 email
21 ad tiles
1,050
unique
versions
3
7
1
1
3
6

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Email
20
Direct Mail
Reach via Multiple Channels

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Deliver a Multi-Touch Series
21
+ 14 days
+ 7 days

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Recognize Special Events

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Accelerate Brand Sales

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Increase Purchase Frequenc
24

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Drive Product Trial

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Test & Learn
26
Original Send Date: Thursday, April 18
Offer Valid thru: Thursday, May 9
Subject 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!

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Thank you.