5,862 results found

Ulta Beauty vs. Sephora: Assessing Loyalty Reward Programs and the Buying Behaviors of Beauty Shoppers

We discuss the success of two dominant US retail chains, Ulta Beauty and Sephora, with a focus on the nature and impact of each retailer’s loyalty program as well as their employment of artificial intelligence and data analytics to drive customer engagement. We also compare the shopping behaviors of Ulta’s and Sephora’s customers using survey data.