First Look: Ulta Beauty’s New Virtual Store Tour

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First Look: Ulta Beauty’s New Virtual Store Tour


Ulta Beauty is taking the brick and mortar store experience online, virtually.

The beauty retailer is recreating the “in-store” experience online via an interactive 360-degree video store tour. Created in partnership with VR content platform VirtualAPT, the digital innovation allows visitors to control their viewpoint of the store on Ulta Beauty’s curated shopping path or quickly move to a specific section of the store using the navigation feature.

Users are guided through Ulta Beauty’s breadth of beauty products and services in either English or Spanish, enabling them to research their next store visit from online. The videos are produced using autonomous robots, hosted using an interactive web player, and can be viewed on nearly any device without any download necessary.

“The Ulta Beauty Virtual Store Tour provides a seamless omnichannel shopping experience that extends the benefits of shopping in our brick and mortar stores to an online space for our guests,” says Prama Bhatt, senior vice president of Digital and eCommerce at Ulta Beauty. “The Virtual Store Tour is another example of Ulta Beauty’s continuous commitment to reinventing digital engagement in the beauty category.”

“We’re thrilled to work with such an innovative company focused on digital breakthroughs for their guests,” said Bryan Colin, CEO and Co-Founder at VirtualAPT. “Our team is inspired to continue exploring new and dynamic opportunities to expand VirtualAPT technology content with ULTA Beauty.”

Click here to get a first look at how Ulta is bringing the physical store to life digitally and try the walk-around experience.