Ulta Beauty

Overview

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Ulta Beauty and their agency partner, Mediahub MullenLowe, joined forces with GroundTruth and Synture to power their new store openings as they expanded their physical footprint. The beauty retailer leveraged localized and data-driven tactics as part of its overall strategy to reach high-potential customers, boost awareness, and drive foot traffic to new stores.

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Solution

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Location Audiences allowed Ulta Beauty to target direct competitors near their new locations. The competitive set included both major chain stores and smaller local specialty shops, optimizing reach to potential customers while stealing market share.

Behavioral Audiences such as Beauty & Cosmetic Shoppers enabled Ulta Beauty to reach intenders who would most benefit from learning about a new store opening in their vicinity.

Proximity Targeting was taken a step further as Ulta Beauty and GroundTruth partnered to set insights-led, custom radial targeting around new stores to optimize reach and effectiveness.

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Results

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• Proved that Ulta Beauty retail locations using our supported media were 2.5x more likely to reach their state average weekly visitation rates—and did so 43% faster—highlighting the impact of location data in driving fast results
• Boosted awareness and increased engagement with potential customers within weeks of new store grand openings, allowing new locations to ramp up visitation with a highly-engaged customer base