Ulta Beauty is testing a next-generation in-store sampling program via SOS smart vending machines that provides guests with easy and fast product discovery.
Photo: Courtesy of Ulta Beauty.
Ulta Beauty is testing a next-generation in-store sampling program that provides easy and fast product discovery for guests and an avenue for growth for Ulta’s brand partners.
This sampling will be offered through SOS smart vending machines currently operating in 10 Ulta Beauty stores in the United States.
The pilot also includes a digital in-store advertising test program aimed at deepening customer engagement, with vending machines providing a way for customers to sign up as brand members.
SOS Machines caught the attention of retailers due to SOS’s female-led team and technology that provides greater access to personal care products.
“To better understand how our guests like new and seamless ways to test and discover beauty products across the entire Ulta Beauty assortment,” an Ulta Beauty spokesperson said in an email interview. , we have started a pilot program,” he told RetailCustomerExperience in an email interview.
How smart vending machines work
Smart vending machines are installed in beauty bars inside Ulta stores.
Members can claim one free sample each week from a variety of travel-sized products from the brand across cosmetics, skin care, and hair care.
Guests can enter their phone or email to access their Ultamate Rewards account and receive a free sample. Non-member guests can sign up and create an account at the machine to receive. The smart vending machine links directly to a guest’s Ultamate Rewards membership.
The machine features a dynamic, interactive advertising platform and digital screens for sampling awareness, product launches and brand messaging.
SOS smart vending machines are currently installed in more than 100 locations, including New York City’s iconic Rockefeller Center and sports and entertainment venues such as Fenway Park, Amerant Bank Arena, and Everbank Stadium.
The vending technology is an end-to-end solution where SOS handles machine placement, activation, inventory, content management, and maintenance.
After each transaction, customers can leave a review about their experience. SOS monitors your machines throughout the day, making adjustments and troubleshooting as needed.
Multiple ROIs running
Ulta Beauty says offering customers the opportunity to try new products and brands is just part of its smart vending machine pilot strategy.
“Beauty is a highly personalized category and shopping experience, so we are constantly innovating to give our customers new ways to try before they buy.Brand Ambassadors at checkout and in-store “In addition to our current sampling program throughout the event, SOS, smart vending machines will provide a contactless approach to testing new beauty products that meet guests’ individual needs and preferences,” the spokesperson said. I did.
According to Ulta Beauty, guests are “at the heart of everything we do,” so providing personalized engagement with shoppers is important on many levels, a spokesperson said.
“Our deep connection with our community of beauty enthusiasts is a top priority for us and allows us to continue to serve them the best we can, especially as their tastes evolve,” the spokesperson said. , added that the vending machine is linked to a community of beauty enthusiasts. Rewards Program Ulta Beauty helps you understand which products, brands, and categories your customers are interested in.
This feature allows Ulta Beauty to personalize the shopping experience across all Ulta Beauty channels.
Why personalization matters
Providing discovery and personalized experiences is important for retailers because it solidifies the idea that the customer comes first, an SOS spokesperson told RetailCustomerExperience in an email interview.
“It gives you a sense of individuality and satisfaction. That feeling comes when you know something ‘first time’ and can tell your friends about it. Three out of five consumers discover quality products they like, support those brands through sampling, and remain loyal, meaning they will buy these brands through their retail stores in the future. “This means they are more likely to purchase,” an SOS spokesperson said.
According to SOS, investing in Discovery brands and offering vendor diversity can help retailers achieve their social governance goals.
“Three out of four women would pay a premium for products that support women; [they will] Stay away from companies that don’t do this. The majority of products featured on the SOS machine are women-owned brands or minority-owned brands,” a spokesperson said. “The majority of products featured on the SOS machine are women-owned brands or minority-owned brands,” a spokesperson said. He stated this by citing the data.
The survey also revealed that more than 72% of women and 50% of men said having an SOS machine in a retail store would improve their experience.
Judy Mottl is the editor of Retail Customer Experience and Rewards That Matter. She has decades of experience as a reporter, writer, and editor covering technology and business in top media such as AOL, InformationWeek, InternetNews, Food She Truck She Operator.