It also grew its Ultamate Rewards loyalty program by 8% to include 34.3 million active members, with an average spend of $206.
In other advancements, Ulta rolled out buy-online-pickup-in-store (BOPIS) to all of its stores. It also refreshed its mobile app for a more streamlined buying experience, while augmented reality offered the ability to virtually try on products in multiple categories.
As the demand for “clean products” grows, the company will introduce a framework that aids consumers in evaluating products based on personal values.
Its Romeoville, IL, distribution center, meanwhile, was transition into a fast fulfillment center to improve e-commerce order processing and delivery.
For 2020, the company has the following planned — all of which was caveated with the note that plans were determined without taking the potential effects of the coronavirus into consideration:
- A new online booking and scheduling tool, accessible through the Ulta Beauty app, will let consumers schedule and manage their salon services at all stores.
- For 2020, it expects to open about 75 net new stores, remodel or relocate 15 stores and execute 42 store refreshes. It opened up 86 new stores, remodeled 12, relocated eight and refreshed 240 in 2019.
- The Beauty app will continue to receive upgrades, including the ability to track and activate points, respond to app-only personalized offers, schedule services, check store availability, schedule BOPIS and virtually try on products.