How Ulta Builds a Winning Loyalty Program

On Episode 332 of Total Retail Talks, Editor Joe Keenan interviews Kelly Mahoney, Vice President of Customer Marketing at Ulta Beauty, a leading retailer of cosmetics, fragrance, skincare and beauty gifts. Mahoney discusses Ulta Beauty’s Ultamate Rewards loyalty program, which she attributes to the program’s recent growth and the engagement metrics the beauty retailer measures to track the success of its loyalty program.

Additionally, Mahoney discusses how the Ultamate Rewards program fits into the company’s customer acquisition strategy, how its mobile app enables omnichannel engagement and rewards point redemption, and the value of first-party data. part collected by the loyalty program. Finally, she explains how Ulta uses its datasets to power customer-centric marketing campaigns, how the organization collects feedback from its loyalty program members, and the rewards program roadmap going forward.

Kelly Mahoney has a proven track record of executive leadership and over 15 years of experience growing revenue through technology-driven loyalty, payment and marketing solutions. Kelly is Vice President of Customer Marketing at Ulta Beauty, responsible for the Ultamate Rewards loyalty program, member lifecycle communications and company-wide personalization strategies as well as CRM solutions. She plays a vital role in delivering value-added programs to our members, enabling associates to deliver a superior member experience and increasing company revenue growth. Prior to this role, Kelly served as Chief Strategy Officer at Ulta Beauty, responsible for the retail process optimization strategic plan focusing on the development and execution of omnichannel solutions, mobile payment, associate training and communications.

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