The beauty superstore moves to drive in-store engagement with loyalty rewards like makeup tutorials and hair treatments, building its rep as a one-stop beauty destination

One of beauty superstore Ulta‘s draws is its full-service locations, offering both high-end and inexpensive makeup, hair and personal care products in addition to a facial bar, hair salon and brow waxing bar. Currently the brand is looking to incentivize business further with a rewards policy that lets loyalty members use accrued points towards services as well as goods.

The previous Ulta rewards plan allowed customers to earn points that they could convert to discounts on products. Now, however, the reward program offers the ability to exchange points for reduction in costs of services like hair cuts and blow outs, tutorials, brow waxing and more.

As consumer behavior and values around retail continue to shift in the age of ecommerce, many retailers are emphasizing value-added services in-store to drive traffic. This new rewards benefit is designed to increase sales as well as engagement with Ulta's trained employees, and further build a reputation as a one-stop-shop beauty destination.

Ulta

One of beauty superstore Ulta‘s draws is its full-service locations, offering both high-end and inexpensive makeup, hair and personal care products in addition to a facial bar, hair salon and brow waxing bar. Currently the brand is looking to incentivize business further with a rewards policy that lets loyalty members use accrued points towards services as well as goods.

The previous Ulta rewards plan allowed customers to earn points that they could convert to discounts on products. Now, however, the reward program offers the ability to exchange points for reduction in costs of services like hair cuts and blow outs, tutorials, brow waxing and more.