Ulta Beauty and their agency partner, Mediahub MullenLowe, joined forces with GroundTruth to power their new store openings as they expanded their physical footprint. The beauty retailer leveraged localized and data-driven tactics as part of their overall strategy to reach high-potential customers, boost awareness, and drive foot traffic to new stores.
Real-World Solutions
Location Audiences allowed Ulta Beauty to target direct competitors near their new locations. The competitive set included both major chain stores and smaller local specialty shops, optimizing reach to potential customers while stealing market share.
Behavioral Audiences such as Beauty & Cosmetic Shoppers enabled Ulta Beauty to reach intenders who would most benefit from learning about a new store opening in their vicinity.
Proximity Targeting was taken a step further as Ulta Beauty and GroundTruth partnered to set insights-led, custom radial targeting around new stores to optimize reach and effectiveness.
Real Business Results
Ulta Beauty leveraged insights from GroundTruth’s location solutions as part of their media plan to support a number of their new store openings. GroundTruth-supported Ulta Beauty store openings were 2.5X more likely to reach their state average visitation rates than non-supported stores.
GroundTruth-supported locations were not only more likely to meet their state average weekly visitation rates, but did so 43% faster than new stores not supported by GroundTruth media.
By the Numbers
GroundTruth-supported Ulta Beauty store openings were 2.5X more likely to reach their state average visitation rates than non-supported stores.
GroundTruth-supported Ulta Beauty locations reached state average visitation rates 43% faster than non-supported stores, driving incremental visits.
Our partnership with GroundTruth provides an opportunity to enhance our new store marketing strategy. Their technology gives us the ability to leverage leading location data to assist us in reaching high-potential customers, at the right time and in the right place, boosting our awareness in the local market and driving foot traffic to our new stores.
Casey Foxen
Integrated Marketing Manager
