Ulta gets a makeover

Case Study | Reality Test + Learn™


Vision: The largest beauty retailer in the nation, Ulta Beauty decided it was time to give its shopping experience a makeover.

Challenge: Ulta Beauty wanted to refresh its shopping experience to deliver a purchase-decision process as beautiful as its brand equity.

Solution: Helping make Ulta Beauty pretty on both the inside and the outside required knowing how to use all the tools of the (research) trade. Halverson Group applied Reality Test + Learn™, which tackles in-store problems from the perspective of both the consumer and the retailer. Employing a combination of shopper intercepts, in-store and virtual customer interviews, mobile eye tracking and path tracking, we delivered a detailed how-to for improving the Ulta Beauty shopping experience.

Outcome: Halverson Group guided Ulta Beauty in ensuring its shopping experience was the correct mixture of education and inspiration, proving that Ulta Beauty was in fact more than skin deep.