Ulta Beauty announced on October 24, 2024, a partnership with Rokt, an e-commerce company specializing in machine learning and AI, to expand its UB Media retail media network. This collaboration introduces non-endemic ads to Ulta's advertising ecosystem for the first time, allowing brands not sold by Ulta Beauty to present targeted offers to guests during the transaction moment.
The partnership aims to unlock new revenue streams for Ulta Beauty and deepen relationships with its extensive customer base, which includes nearly 44 million loyalty program members. Rokt's technology provides Ulta Beauty with control over the customer experience, including the types and frequency of offers displayed.
Through this initiative, Ulta Beauty can drive increases in app downloads, beauty services, and reward program sign-ups. It also enables the company to offer tailored messages from non-endemic brand partners such as Hulu, PayPal, and DoorDash, enhancing the overall shopping experience with personalized and valuable content.
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