ULTA Beauty’s Digital Makeover
By David Dorf-Oracle on Mar 26, 2014
Reporting today at Oracle Industry Connect in Boston, guest blogger Adam Blair captured insights from retailers:
ULTA Beauty’s revamp of its digital sites last year went much more than skin deep. The 675-store beauty products retailer achieved its goal of a comprehensive site redesign that provides a consistent guest experience across desktop, tablet and phone devices, and it also brought its search and navigation functions together under in-house control with the help of Oracle Commerce including Oracle Endeca and Oracle ATG 10.2.
The ULTA.com site’s home page, category and product pages now boast new features including product metadata and easier access to user reviews. In addition, ULTA guests can now check available inventory of specific products at the store/salon they’re planning to visit.
The redesign, designed to emphasize the breadth of product offerings available from ULTA, also gave the retailer’s business side far greater control over key e-commerce elements, including pricing, promotions and site design changes. With fast-moving beauty and cosmetics trends, “there was no way we could stay current if we had to keep going to IT for changes we wanted to make,” said Jeff Hamm, Director of Ecommerce at ULTA. Hamm and Director of IT E-Commerce Michelle Pacynski discussed the process and the results at Oracle Industry Connect for Retail here.
“Every aspect of the home page is now configurable by the business teams,” said Pacynski.
The redesign process, which took approximately six months and was completed in time for the 2013 holiday season, eventually involved running both the “traditional” site and the redesigned site simultaneously. This large-scale A/B testing allowed ULTA to continue refining the new site’s design with actual guest feedback, ensuring performance and the user experience would be positive. “What had looked good ‘on paper’ or to us internally might not look good to a user,” Hamm admitted. The testing process was supplemented by focus groups, online surveys and store intercepts.
The site redesign has received a positive guest response as well as increased consistency between its navigation and search functions. The retailer’s overall results have been strong, with an 82.5% comp store sales increase for Q4 of 2013. ULTA Beauty opened 125 stores last year and is on track to open an additional 100 locations in 2014.