Transforming Ultamate Rewards from a points program into a personalization engine that drives +172% campaign conversion and -57% customer churn.
+172%
Campaign Conversion
37M
Members
-57%
Customer Churn
Top Segments
Beauty Enthusiasts
8.2M members
Skincare Focus
6.1M members
Fragrance Collectors
4.8M members
Value Seekers
11.4M members
Ulta Beauty had built one of the largest beauty loyalty programs in America—but treated every member the same. Skincare enthusiasts received fragrance promotions. Value seekers got prestige brand emails. The result? Overwhelming product catalogs, impersonal recommendations, and conversion rates that left billions on the table.
12%
Email open rate
25K+
Products with no guidance
3.2%
Campaign conversion rate
Click to explore how AI tailors engagement for each member segment
Beauty Enthusiasts
8.2M members
Skincare Focus
6.1M members
Fragrance Collectors
4.8M members
Value Seekers
11.4M members
Avg. Spend
$127
Segment Size
8.2M members
Top Categories
AI Strategy
High-touch personalization with new product launches
Sample Personalized Offer
"Sarah, Charlotte Tilbury just dropped their Holiday Collection. Based on your love of their Pillow Talk line, here's exclusive early access + 2X points today only."
Hover to see the AI capabilities driving each improvement
Before
Generic ads
1.2%
After
Personalized discovery
3.8%
Before
Mass emails
12%
After
Behavior-triggered content
41%
Before
Static offers
undefined churn
After
Dynamic personalization
undefined churn
Before
Win-back campaigns
28% churn
After
Preemptive engagement
12% churn
AI identifies members closest to next tier and sends targeted incentives
Personalized bonus events based on individual purchase patterns
Risk scoring triggers preemptive retention offers 30 days before lapse
AI recommends new categories based on affinity modeling
"We went from batch-and-blast campaigns to truly individualized experiences for 37 million members. The AI doesn't just predict what products they'll buy—it knows when they're ready to discover something new. That's the difference between selling and delighting."
Jessica Martinez
Director of Loyalty Analytics, Ulta Beauty
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