ALEX SAAD - NICOLE LEUNG - KARINA TONG - ASHLEY HAMILTON
TABLE OF CONTENT
Overview First Strategic Initiative -Interior Design Renovation -Floor Plans -Renderings -Implementation Chart Second Strategic Initiative -Technology Initiative -Samsung Lumini -App Features -Existing Technology -Implementation Chart Market Overview New Target Demographic Customer ProďŹ les Promotional and Communication Plan -Social Media -Print & Web -Pre Launch / Launch / Post Launch -Monthly Subscription Box -Visuals -Implementation Chart Conclusion Sources
OVERVIEW
LESS IS MORE
Our initiative consists on re-inventing the interiors of the ULTA stores and creating a more clean, welcoming, and refreshing store space for costumers to enjoy.
Showcasing less product and having less samples in the store makes for a cleaner space.
We believe that ULTA’s greatest weaknes is the large amount of product which is not organized properly and as a result customers are easily overwhelmed and lost within the oor.
SERVICE CENTERED
By equipping the staff with the latest face scanning technology, the consumers will be able to get a faster and more personalized service as well.
Creating a more communal space that encourages interaction between employees and customers
UPGRADING IMAGE
Give the store a more sophisticated atmosphere instead of a cheap look
N E W ST RAT E GI C I NI TI ATI V E
Interior Design Renovation -We will be renovating the interior of the Chicago flagship store as well as the top 10 stores with the highest foot traffic -The cost of the renovation will be about USD $400K -In 2016, Ulta announced it’s plan to double the number of the stores. That is a total of 1,700 Ulta retailers. The futures stores will be build according to the new design
THE SALON AS AN AREA OF INTEREST
-Salon services represented a 5% of total revenue by the end of 2016. Salon sales: $245 M
DRIVING CONSUMERS FROM MASS TO PRESTIGE BRANDS
-One of Ulta’s goals is to drive consumers to shop more prestige brands rather than mass brands
-Salon guests spend almost 3X more than non-salon guests per visit
-Ulta Beauty’s share of the prestige market has been slowly increasing. From 11.6% in 2015 to 13.3% in 2016
-Shop 2x more frequently than non-salon guests
-Prestige brand boutiques drive sales and margin dollars and enhance Ulta’s position as a beauty destination
-During the past years the salon compound annual growth rate has grown a steady 20% 2013: $146M 2014: $176M 2015: $209M 2016: $245M
ULTAMATE LOYALTY PROGRAM
-The loyalty program has 24.5 million active members, and they represent 90% of Ulta’s sales -A more welcoming store environment with modern facilities is more likely to increase loyalty program subscribers
CURRENT STORE DESIGN
ENTRANCE Once entering an Ulta store the customer is first greeted with a semi-circle of mismatched displays offering everything from eyeshadow to nail clippers and everything in between. CUSTOMER JOURNEY No clear pathway is defined for the cusotmer to journey on throughout the store. An overload of displays and lack of product category differentiation results in a confused state for the customer to attempt to browse in. PRODUCT ORGINAZATION No overhead signage or product photo displays depict what products are placed where. It becomes a hunt to track down the category you are looking for and a search mission to locate a specific brand. SALON EXPERIENCE AND EXPOSURE While the salon services is a prominent aspect of the Ulta brand, the stores do not reflect this. Hidden in the back, behind overwhelming product displays with small signange, if any, the salon and its menu of services is hushed into the back corner of the store. MAKE-UP STATIONS Make-up stations, are a popular assett to any cosmetics store but not spotlighted in Ulta’s current stores. Bar height chairs are found scattered about the store with no designated stations for employees to work on.
POST-RENOVATION FLOOR PLAN
ENTRANCE Once entering an Ulta store the customer is welcomed into an open space allowing time to process the layout of the store and make a decision on where to venture first. CUSTOMER JOURNEY Flush ceiling lighting illuminates a pathway across warm wood floors, encouraging the customer to follow the lighting flow throughout the store. PRODUCT ORGINAZATION Product categories are clearly defined and organized in hierarchy of display due to sales percentage and importance. Displays are clearly labeled to avoid any confusion and mis-placement of product. Wall sconces cleanly showcase products on wall displays while signage presents brand names and photography. SALON EXPERIENCE AND EXPOSURE The salon service becomes a spotlight assett to the Ulta store. The wash and color station is hidden from view with facial and waxing rooms accompaying it. Hair products and tools are placed parallel to the main salon area, promoting customers to buy the product after experiencing the salon and encouraging hair care relatedsales altogether. MAKE-UP STATIONS Make-up stations now play a prominent role in the Ulta retail space. Designated stations feature 2-3 chairs, mirrors and countertops allowing customers to recevie a full make-over experience solo or with company.
FLOORING Porcelain tile painted to imitate hardwood floors. CEILING Ivory grout-less tile ceiling. The texture of the small tiles break up the flush ceiling lighting. WALL Fresh sheetrock hung and painted in Ulta’s faint orange. LIGHT FIXTURES Four different types of light fixtures fill this retail space. A silver chandelier for statement purposes, a soft box sconce, a modern sconce, and ceiling LED lighting with controls. DISPLAYS Two different styles of display are used for the new Ulta look. The first display style is a modern glass shelving unit, these will hoold the products in large volumes. The second style is a light gray pedestal used specifically for showcasing certain products, meant for a more minimal presentation. FURNITURE & DECOR All furniture and decor mirrors a modern, minimalistic look. Light tones of wood and neutrals are predominantly used, mixing in houseplants, coat racks and soft, durable, linen fabrics on all couches and chairs.
Technology Initiative -For our technology implementation we have decided to introduce skin scanners in our retail stores -The Ulta team will be equipped with devices and will offer the service to our in-store customers. -The scanner’s app will be installed in the sales associates’ tablets, which will allow them to easily interpret the data and make personalized recommendations accordingly. -The system is connected to Ulta’s product database -There will be 5 available scanners per Ulta store. Based on other scanning technologies, we belive that the price per unit is around USD $120 -The skin scanner will be launched at the same time as the opening of the new Chicago store.
SCANNER OF CHOICE:
SAMSUNG’S LUMINI Introduced by Samsung in 2017’s Consumer Electronics show in Las Vegas (CES)
Lumini uses algorithms to identify standard skin problems: pimples, increased pores, wrinkles, dark spots, dryness, etc. It can also identify these problems before they happen
All the user has to do is hold the handheld device to his/her face and take a snapshot with the device’s camera
The skin analysis is submitted to a portable device of choice
MAIN APP FEATURES Points out the exact problem areas in the photo taken by the handheld device
The app can also connect the customer to a skincare specialist or dermatologist, which Ulta can partner up with.
Provides progress reports so the user can track improvements or know if any adjustments should be made to the treatment plan
OTHER EXAMPLES OF SKIN SCANNING TECHNOLOGY Samsung Skin S
It is comprised of a microneedle patch and a portable device that analyses and cares for the skin. The microneedle patch can deeply penetrate the skin to deliver effective ingredients and enhance absorption. The device can measure the hydration, redness, and melanin of the skin to provide customized skincare using LED light. The condition of the skin is saved in the accompanying app to track changes over time
Skin Scanner is built with 12 high-powered LED lights, a 30x magnification lens and moisturizer sensors at the edge of the camera to measure above and below the skin’s surface, determining the skin’s moisture levels as well as capturing the size and details of pores and wrinkles. Neutrogena’s Skin 360
The Skin360 app’s built-in AI compares your skin with other users in relation to your age range assigning a score for your skin from 0 to 100.
POSSIBLE COMPETITORS With Ulta selling both mass brands and prestige brands, department stores such as Macy’s, Walmart, and Target and even pharmacies like Walgreens and CVS represent competition. When it comes to the technology, at this point it is mostly being used in skin clinics and dermatology centers rather than on regular retailers
SEPHORA:
-Higher pricepoint. More dominance over the prestige market. -Strong e-commerce, however Ulta ranks higher in in-store sales -Has already implemented scanners to match you with the right foundation color. -Slightly older demographic than Ulta’s
MACY’S -Sells both prestige and mass brands -Very brought customer demographic and variety of pricepoints -Very high brand recognition -Strong e-commerce as well as in-store sales
AMAZON 3RD AND 1ST PARTY SELLERS
-Though Ulta focuses more on in-store sales rather than e-commerce (represents about 8% of total company sales), online sales is a very relevant area of interest for any retailer. -Fast delivery for Premium members -Very innovative and technology oriented MARKETSHARE PERCENTAGES AMAZON 3P.............21.1%
MACY’S.....................17.4% SEPHORA..................15%
AMAZIN 1P...............14.4% ULTA..........................8.2%
OTHERS...................23.9%
NEW TARGET DEMOGRAPHIC WE WANT THE BEAUTY ENTHUSIASTS According to a survey conducted by Ulta, 57% of women consider themselves to be ‘Beauty Enthusiasts’. These women represent 77% of the dollars spent on beauty products
91%
Own more than 5 make-up brushes
57%
Spend 45 mins. or more gettin ready
77%
Own more than 11 lip products
68%
Own more than 2 curling irons
Ulta customer is a mix of an Innovator and Experiencer. Confident in experimenting, always taking in information, and are receptive to new ideas and technologies. They are all about wanting and trying new things, are up on the latest fashions, sociable, spontaneous. Highly interested in personalized service and conscious of in-store experiences. Social media active and peer influenced. Read online blogs and watch Youtube tutorials.
Millennial Enthusiasts
Gender: Female Age: 21-35 Income: 25K to 50K Location: suburb or city Could be single or in a relationship. Could have kids or no kids Education: College educated
Teen Enthusiasts
Gender: Female Age: 15-18 Income: less than 25K Location: Suburb Single with no kids Education: High school
CUSTOMER PROFILES Taylor,16, High school sophomore cheerleader, lives in suburbs Taylor is just getting into make due to her friends influence, she likes to shop Ulta for the basics like mascara, eyebrow gel, eyeliner. Her knowledge is due to watching YouTube videos are learning how to use new and upcoming beauty products. She works at the local ice cream parlor part time. When she gets new products she loves taking aesthetically pleasing photos for Instagram. After cheerleading practice she likes to try out fun facemasks and take selfies with her friends.
Sami, 25, Millennial, beauty enthusiast, 30K, lives in Los Angeles Sami loves all things beauty. Sami and her friends shop and try new products together all the time. She works at one of her favorite retail stores, Free People. She started wearing make up at the 16/17 so she’s had experience with makeup before and has more knowledge on what her favorite products and brands are.
PROMOTIONAL & COMMUNICATION PLAN
We understand that our target market is strongly inuenced by social media channels and in order to communicate and promote our new initiative, Ulta aims to connect with their target market primarily towards their social media platforms and share the upcoming activities and promotions.
TWITTER Focus our content on exclusive information on Ulta’s redesigns of the stores interior and exclusive clips of our new face scanning technology. FACEBOOK Updates in our promotions and information that leads to our new interior design concept and a countdown to the opening of our new store. We will also offer video clips of our new skin scanner device promoting its advantage and use in the store.
USE OF SOCIAL MEDIA
SNAPCHAT Daily stories that will lead to the opening of our new store. Aside from this we will also create filters try on where our user can play around with filters that features our products and also have refinery29 post entertaining articles through there snapchat with content of our products and fun questionnaires. INSTAGRAM Focus on creating a cleaner aesthetic throughout its Instagram. Create # that leads up to upcoming events or campaigns like the redesigns of our store. Partnering up with beauty blogger to promote certain activities that will lead to the reach out of new potential customers and also embrace our Ulta community by constantly featuring our followers through our Instagram stories and showcasing how they use their Ulta’s products.
PRINT -Print materials like our monthly catalogues and posters will be use to promote our new strategy initiative during our pre-launch period one-month prior our launch. -Create codebars throughout the catalogue that will direct our customers to certain items in our phone app after it is scanned and in special occasions we will even offer discounts through our codebars.
DIGITAL & PRINT DIGITAL -Our website and app as well as for our store interior will take a turn into a cleaner aesthetic in order to maintain a seamless image throughout all channels. -partner up with key beauty bloggers who will share their own experience with Ulta’s new skin scanner device and have them talk about it effectiveness and updates of the improvement on their skin.
PRE-LAUNCH
LAUNCH
POST-LAUNCH
20/09/19 7pm-11pm -Our pre-launch promotion will start one-month prior our grand opening, in the purpose of creating excitement through our community -Videos promoting our skin-scanner device will be Featured and behind the scene content through snapchat and Instagram will be used in order to create hype and awareness towards the launch date. -Our launch party will be targeted for press coverage and key influencers and for this period invitations will be sent out in order for them to save the date and details with what to expect for the event will be offered.
-Ulta will host an in-store private party with key influential guests at the Ulta flagship store in Chicago.Our guests will range from key media influencers to beauty gurus and bloggers. -At the event, our guest will get the first glance at our interior renovation and also get to inagurate our skin scanner devices. They will be offered gift bags with the suggested products provided by the skin scanner depending on their skin need. LAUNCH 2 21/09/19 All Day Long -The following day our Chicago flagship store will be open again to the public and we’ll have our skin scanner device launch to all of our stores. -This launch will be promoted with special sales for the day.
-During the final six months of our implementation calendar we will be introducing our limited time themed monthly subscription box which will play along with an instore event with the same theme in mind. -Ultamate rewards members receive 15% off the 6 month subscription plan, encourgaging the customers to join the loyalty program -We’ll also be taking this time to see the results of our new technology initiative and keep track on data gathered through these period in
THEMED SUBSCRIPTION BOX Month 1: Monthly box subscription announcement -Ultamate members receive 20% discount on subscription Month 2: Facial care monthly box -Facial treatment in store event Month 3: Hair care monthly box -Hair treatment tips in store event Month 4:Fragrance monthly box -Find your scent in store event Month 5: Brushes and tool monthly box -Best makeup tips in store events Month 6: Makeup monthly box -Steal that look instore event: Free makeover
CONCLUSION In conclusion, we believe our new strategic initiatives to rebrand will highly beneďŹ t top beauty brand Ulta Beauty. Our new attention to detail through renovating will bring in a new customer and will impress returning ones. The hair salon being highlighted now will drive customers to use Ulta’s special services and be more informed. Incorporating the Lumini face scanner by Samsung will give customers a customized experience like no other and will strength the sales associate/customer relationship. The hair salon and new technologies will set Ulta apart from other beauty brands and will drive sales.
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