At the Possible conference, Erin Houg from Ulta Beauty emphasized the transformative potential of retail media networks (RMNs) in addressing business challenges for brand partners. Ultaâs RMN, UB Media, launched in 2022, leverages first-party data to deliver precise omnichannel marketing solutions. Houg highlighted the importance of understanding business drivers for both Ulta and its partners. As they explore connected television and audio, Ulta is shifting its retail media strategy to focus on enhancing brand awareness while measuring performance results, indicating their ambition to innovate beyond traditional media placements.
Retail media networks (RMNs) are viewed as strategic growth engines, emphasizing collaborative success between Ulta Beauty and its brand partners, beyond just prioritizing ad placements.
UB Mediaâs launch has successfully combined first-party data with omnichannel experiences, focusing on driving both Ultaâs growth and the growth of brand partners through precise data access.
Houg asserts that the true potential of retail media comes from understanding and aligning the business drivers of Ulta and its brand partners, catalyzed by first-party data.
Ulta's pilots in connected TV and streaming audio represent a shift in retail media strategy, aiming to enhance brand awareness while also ensuring measurable performance outcomes.
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