Ulta Beauty, a cosmetics and beauty retailer, is working with SAS to help improve its customers’ journeys and address its MarTech needs through the SAS Customer Intelligence 360 platform.
Data rich
Ulta Beauty, according to SAS, has over 95% sales penetration and 34 million active members in its rewards, as a result, the company has access to large amounts of customer data.
Ulta Beauty sought a platform to manage large volumes of critical customer-level data and chose to create and activate unique segments through the SAS Customer Intelligence 360 engagement platform. Using SAS’ system, the company has improved its ability to use data to better understand how customers think and what motivates them, allowing them to personalise customer journeys across channels.
“Helping our loyal guests find beauty favourites and experiences tailored to their wants, needs and values in a timely fashion creates an even more satisfying shopping environment,” said Kelly Mahoney, Vice President of Member Marketing at Ulta Beauty. “The combination of cutting-edge analytics, advanced CRM capabilities and deep retail industry expertise that SAS brings to our partnership elevates our efforts to truly personalise each customer journey” she said.
“Understanding the customer and deploying meaningful communications are essential in today’s environment,” said Richard Widdowson, Vice President of Global Retail and Consumer Goods Solutions at SAS. “Together, Ulta Beauty and SAS have evolved customer engagement through artificial intelligence (AI) and automation to turn fast-moving data into precise actions.”
Marketing and engagement systems
Ulta Beauty uses SAS Customer Intelligence 360 to manage a variety of marketing and customer engagement programs – from credit to loyalty, customer insights and surveys. Through automating various aspects of creation and execution, multilevel customer journeys that used to take days now finalise in minutes or hours. SAS reports that membership of the company’s rewards program is above 95% and that SAS’s systems are designed to encourage retention of members.
The use of AI to manage customer journeys is increasing in the region with companies such as Optimove entering the market.
