UBMedia is also opening its doors to non-proprietary brands.
Ulta Beauty Inc. is giving a whole new group of advertisers access to its customers.
The beauty giant’s UB Media network will launch in May 2022 to leverage its Ultamate Rewards loyalty program to provide addressable advertising to brand partners, allowing non-proprietary brands (products and services online by Ulta Beauty (not sold) for the first time.
(Read more: Ulta rebrands, upgrades rewards program)
The retailer has partnered with Rokt, an AI and ML-based personalization technology provider, to enable non-endemic brands to present relevant and time-sensitive offers and messages to customers.
“We are excited to partner with Rokt to continue to strengthen the power of our UB media business while improving the overall guest experience,” said Brandi Pitts, senior vice president of marketing and media at Ulta Beauty. “We are committed to providing our customers with a highly personalized, end-to-end experience, and this partnership will allow Ulta Beauty to partner with premium brands and service providers to provide personalized service to their customers. You will be able to build that functionality by delivering messages from your online customers.”
By partnering with Rokt to add non-endemic messaging to existing advertising channels, Ulta Beauty intends to expand its advertiser mix, diversify its revenue streams and improve the customer experience.
By leveraging Rokt technology, Ulta Beauty has complete control over the customer experience, including the ability to determine the type and frequency of offers presented to shoppers.
