00:00We started this loyalty program, gosh, I've been here 11 years ago, and we had 17 million members in our
00:06loyalty program, and now we have 47 million members.
00:15I became the chief marketing officer at Ulta Beauty 18 months ago, and when I stepped into the role, I
00:20thought my role was to transform marketing, to make our brand an even stronger, more iconic brand.
00:27But I quickly discovered that the whole enterprise doesn't transform when just the marketing changes.
00:35And so it really has been a journey over the last 18 months of transforming the organization to think about
00:42the relationships that we are building with every one of our guests every single day.
00:47And we leverage the power of our loyalty program and the data that we capture about every member in our
00:53program and everything that they're doing with us, even what they're doing outside in social, to really understand who that
01:01customer is.
01:02And that powers our ability to personalize the experiences that we can create for every single guest at Ulta Beauty.
01:08So our loyalty program is core to the way in which we power our growth.
01:13And over 95% of all of our sales are coming from our members.
01:18So that means we have a lot of information about our customers.
01:23The trick is, how do we leverage that information to power the experiences that become very meaningful to customers in
01:32a way that resonates with their lives?
01:34Because that's when you can create true love and lifetime loyalty.
01:39And that's what powers our ability to move from being transactionally focused on how do I sell another unit to
01:45being focused on the relationship and building that love and building that long-term loyalty.
01:50Because if you focus on the relationship, the business will come.
01:54Creators and influencers are a very important part of our marketing strategy and just how we express our brand every
02:02single day.
02:02And we've been working with creators for many, many years.
02:06But what we've been doing is really leaning into the power of our associates.
02:11So we have a program we call the Ulta Beauties Program.
02:16So we take associates in our stores that have powerful following, that are authentic in the way that they describe
02:22what our brand is,
02:23what our brand means in the lives of our guests, and the products and the services that we offer in
02:29such an authentic way.
02:31We've leaned into that this year by doubling the size of our program, which is amazing.
02:37And in fact, we've even cast some of our Ulta Beauties in our ads because it's a way in which
02:44we can cue to the world that we are Ulta Beauty.
02:47We are that authentic that our associates are actually the stars of our ads.
02:51Jen Rodriguez is one of our associates that was the star of our Ulta Beauty holiday ad last year.
02:58She is an amazing creator, but also just an advocate of Ulta Beauty in the most amazing way.
03:05So Jen Rodriguez, she over delivers all the time on everything that we ask her to do by talking about
03:12Ulta Beauty,
03:13by sharing with the world her favorite brands and the way in which she loves to shop at Ulta Beauty.
03:19And that's very, very powerful.
03:21It drives this connection and this closeness with our guests that very few can replicate.
03:27Can is such a moment as a marketer, as a creator, as a creative, as a communications expert to just
03:36sit back and watch, explore, discover, learn.
03:41I always walk away completely inspired, not by one thing, but literally by three, four, five things.
03:47And I bring that back and we're able to really inject that and infuse that in almost everything that we
03:53do.
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