Ulta Beauty xa lwm qhov kev ua tau zoo nrog cov txiaj ntsig nce 28%

Ulta Kev Zoo NkaujULTA
kev muag khoom tau nce 17.2% rau lub quarter thib peb (Q3) thiab 18.3% xyoo rau hnub tim. Lub tuam txhab tshaj tawm cov nyiaj tau los ntawm 27.5% rau Q3, ntxiv rau nws qhov kev ua tau zoo uas twb muaj lawm hauv 2022. Tag nrho cov txiaj ntsig rau Ulta Kev Zoo Nkauj rau cuaj lub hlis xaus rau Lub Kaum Hli 29, 2022, tau nce 29.5%. "Ntawm ib puag ncig nyuaj, pab pawg Ulta Beauty tau xa mus rau lwm lub hlis twg, nrog cov txiaj ntsig zoo tshaj plaws thiab hauv qab thiab kev loj hlob thoob plaws txhua pawg loj thiab cov channel," said Dave Kimbell, tus thawj coj ua haujlwm, ntawm kev hu xov tooj.

Kev zoo nkauj qeb thiab hom loyalty tseem muaj zog

Lub tuam txhab tau txais txiaj ntsig los ntawm qeb kev zoo nkauj uas tau pom tias muaj kev vam meej thoob plaws hauv lub xyoo raws li cov neeg siv khoom tau txuas ntxiv siv thiab tsom mus rau kev noj qab haus huv. Cov npe tshiab thiab cov khoom lag luam tshiab txuas ntxiv ua rau muaj kev txaus siab rau Ulta Beauty assortment. Kimbell tau hais tias "Lub caij so so yog nyob rau hauv tag nrho viav vias, thiab nrog Ulta Beauty txoj kev assortment thiab kev lag luam pib, lub tuam txhab tau muab tso rau lwm lub caij so zoo," said Kimbell.

Ulta Beauty's loyalty cov tswv cuab muaj kev xav nrog lub hom phiaj thiab koom nrog. Kimbell tau hais tias "Cov tswvcuab ncaj ncees muaj ntau zaus ntawm kev mus yuav khoom thiab siv nyiaj ntau dua," Kimbell hais. Q3 xaus nrog 9% ntau cov tswv cuab loyalty dua li tib lub sijhawm xyoo tas los. Kimbell tau hais tias "Peb muaj cov tswvcuab kev ntseeg siab tshaj tawm txog 39 lab thaum peb txuas ntxiv kho txhua yam kev zoo nkauj rau cov neeg siv khoom sib koom ua ke," Kimbell hais. Txawm hais tias nws tseem yuav pom yog tias cov neeg siv khoom lag luam poob qis thaum lub sijhawm nyuaj ntawm kev lag luam no, cov khoom lag luam dav dav ntawm ntau tus nqi ntawm cov ntsiab lus tso cai rau lub tuam txhab los pab cov kev xav tau ntawm ntau cov pej xeem thiab cov nyiaj tau los.

Cov koom tes rau kev ua tau zoo muaj xws li kev tsim khoom hauv khw thiab kev hloov pauv, cov khoom lag luam hnub so tuaj txog ntxov, thiab cov pawg tseem ceeb uas xav tau. Kimbell tau hais tias "Kev tu tawv nqaij yog ib qho kev loj hlob sai tshaj plaws raws li cov neeg siv khoom txuas ntxiv nqis peev hauv kev saib xyuas lawv cov tawv nqaij," Kimbell hais. Lub tuam txhab ntxiv Skincare We Love Wall nyob rau hauv cov khw muag khoom uas nthuav tawm cov khoom tseem ceeb thiab cov khoom lag luam uas ua tau zoo thiab zoo siab nrog cov neeg siv khoom. Kuj tau sau tseg yog cov khoom plig khoom plig hnub so khoom plig muaj nyob rau thaum ntxov lub caij so. Pawg ua-up muaj ob-tus lej comp kev loj hlob uas tau tsav los ntawm kev lag luam hnyav thaum lub quarter, suav nrog 21 Hnub Kev Zoo Nkauj thiab Caij Nplooj Ntoos Hlav. Cov khoom lag luam tshiab thoob plaws kev pleev xim tau tsim cov khoom tshiab tshiab uas cuam tshuam nrog cov neeg siv khoom.

Omnichannel ecosystem

Ulta Beauty tseem nqis peev hauv khw muag khoom, thiab Kimbell tau tham txog kev nthuav tawm cov txheej txheem tshiab los txhim kho cov neeg yuav khoom: Cov khw muag khoom tau txav cov khoom siv tawv nqaij mus rau pem hauv ntej, muab cov khoom sib faib los ntawm pawg, thiab teeb tsa cov khoom siv tshiab kom yooj yim rau cov neeg yuav khoom los txheeb xyuas cov khoom thiab khw. lub khw. Lub hauv ntej ntawm lub khw muag khoom kuj muaj qhov chaw xaiv rau cov khoom tshiab thiab cov khoom lag luam tawm. Ulta Beauty qhib 18 lub khw tshiab hauv lub quarter.

Kimbell hais tias "Txawm hais tias kev khiav tsheb hauv khw yog ib qho tseem ceeb tshaj plaws ntawm kev lag luam, peb paub tias cov neeg siv khoom feem ntau pib lawv txoj kev nrog peb hauv online," Kimbell hais. Raws li Kimbell, cov neeg yuav khoom mus ntsib cov khw muag khoom tau dhau los ua ntej kev sib kis, thiab kev yuav-online-nco-hauv-lub khw muag khoom tau nce 18%, sawv cev 23% ntawm tag nrho eCommerce muag.

Cov paj tau paj tau nrawm dua

Lub tuam txhab cov paj tau paj tag nrho yog tshaj 41% rau lub quarter thib ob piv rau 40% xyoo tas los. Raws li tau piav qhia los ntawm Scott Settersten, tus thawj coj saib xyuas nyiaj txiag, tus neeg tuav nyiaj txiag, thiab tus tuav ntaub ntawv pabcuam, Ulta Beauty tau ntsib cov txiaj ntsig los ntawm tus neeg muag khoom tus nqi nce rau cov khoom muag ntawm tus nqi qis uas tawm mus rau tus nqi zoo dua ntawm cov khoom lag luam. Settersten tau hais tias "Thaum daim pib nruab nrab nce 3.5%, tsawg chav nyob rau ib qho kev sib pauv tau muag," Settersten hais. Qhov siab dua daim pib feem ntau yog vim tus nqi nce uas tau tshwm sim hauv peb lub hlis twg.

Ulta Beauty tuaj yeem ntaus $ 10 nphom hauv Kev Muag Khoom thaum kawg ntawm lub xyoo nyiaj txiag

"Kev muag khoom dhau los ntawm Thanksgiving, suav nrog Cyber ​​​​Monday, tau pom cov txiaj ntsig zoo ua pov thawj ntawm kev zoo nkauj ntawm qeb," said Settersten. Raws li kev lag luam tam sim no thiab kev cia siab siab dua rau lub caij so so thiab lub quarter thib plaub, lub tuam txhab tau tsa nws cov lus qhia rau lub xyoo, kwv yees muag txhua xyoo hauv 2022 ntawm $ 9.9 txog $ 10 billion. Thaum kawg ntawm Q3, lub tuam txhab ua haujlwm 1,343 lub khw muag khoom tag nrho ntawm 14.1 lab square feet.