Customer Experiences The customer experiences at Ulta Beauty are a part of what keeps its customers coming back and, in a lot of cases, part of its Ultamate Rewards Program. These customer experiences can be seen in the comments and replies on Ulta Beauty’s social media accounts, but also in personal posts from customers, as well as in YouTube videos. Ulta Beauty recognizes this and has begun to reach out to some of the makeup and beauty “gurus” on YouTube and social media (see Figure 5). YouTube in particular has become a large platform for vloggers (video bloggers) to create content in the realm of hair and beauty. Ulta Beauty has even created its own account on the site for its own videos and tutorials. Personalities like AlyssaForever, …show more content…
Justice Fearon has said in personal communication that Ulta Beauty is like a toy store to her (personal communication, June 23, 2016). Lilly Vreeland, a member of Ulta Beauty’s reward program, has said that she loves Ulta beauty: “I love Ulta! I think it’s awesome because you don’t have to go to multiple places. You can get almost anything there! …There’s also a great selection of soaps, cleansers, hair products, and nail polishes… Their (rewards) program is actually awesome because your points literally turn into money… The rewards program is amazing because your points are essentially cash back that you can use on future purchases!” (Personal communication, June 22, 2016) Similarly, Zayna Parham has said that Ulta Beauty is her “fourth home.” She has stated in personal communication that she loves the exclusives at Ulta Beauty, as they tend to have the new products before its competitor Sephora; she also has said that Ulta Beauty has entire lines, or collections, of products in comparison to competitors and that the company is very convenient to her (personal communication, June 23,