ULTA BEAUTY LAUNCHES NEW MOBILE HOME PAGE

In today’s age of digital commerce, it is vital that brands offer consumers consistent experiences across a variety of platforms. By going headless, organizations can offer their consumers a completely catered and unique experience that fits to the organizations business needs. Ulta Beauty recently completed a 7-month mobile home page project that offered customers a more consistent experience. Here is their story.

WHO IS ULTA BEAUTY?

ULTA Beauty is the largest beauty retailer in the United States and the premier beauty destination for cosmetics, fragrance, skin, hair care products and salon services. Since opening its first store 25 years ago, ULTA Beauty has grown to become the top national retailer providing All Things Beauty, All in One Place™. The Company offers more than 20,000 products from over 500 well-established and emerging beauty brands across all categories and price points, including ULTA Beauty's own private label. ULTA Beauty also offers a full-service salon in every store featuring hair, skin and brow services. ULTA Beauty is recognized for its commitment to personalized service, fun and inviting stores and its industry-leading Ultamate Rewards loyalty program.

1,100+

LOCATIONS

35K+

ASSOCIATES

48

STATES

25M+

LOYALTY MEMBERS

ABOUT THE PROJECT

ULTA BEAUTY ORACLE COMMERCE PROFILE

Ulta Beauty has been using the Oracle Commerce platform for more than 10 years. The beauty retailer is currently on Oracle Commerce 11.2 release focusing on Commerce and Endeca Guided Search and Experience Manager.

PROJECT OBJECTIVES

When launching the mobile home page project, Ulta wanted to achieve 3 objectives: 1) Refresh the user experience of home page on mobile 2) Decouple the core platform from the front end retiring jsp and moving to React.js javascript 3) For mobile specifically separate the front end code base to enable an Adaptive experience specific to the mobile screen size.

PROJECT CRITERIA
BUSINESS CRITERIA

From a business perspective the criteria were three specific criteria: 1) The shift of customer traffic from desktop to mobile 2) A need for a more dynamic technology framework to allow for rich interactions on the page without constant page reloads 3) Faster page load overall

TECHNOLOGY CRITERIA

From a technology perspective, Ulta wanted to move off of the tightly coupled jsp architecture to achieve the business objectives as well as make maintenance and enhancements of the experience easier over time.

PROJECT VALUE

The project delivered a page load time reduction of approximately 75%, allowed for a differentiated mobile experience delivered through Adaptive code base, and as the first implementation of their decoupled React.js front end code base provided an outlet to capture critical lessons learned to deploy throughout rest of the site.

PROJECT CHALLENGES

Selecting the right javascript framework (Angular, React, others) was the first project challenge. As Ulta dove deeper into the project, server side rendering became another key challenge to enable faster page loads as well as SEO support by providing search engine crawlers the necessary content to index. Ulta also encountered challenges with deploying a hybrid jsp / headless architecture around session management.

PROJECT PARTNERS

Ulta partnered with Infosys and Apex Consulting to complete the new mobile home page project.

Jesse Amerson
ABOUT JESSE AMERSON – ULTA BEAUTY MOBILE HOME PAGE PROJECT LEAD

Jesse Amerson is Ulta Beauty's Director of Digital Experience and Operations - steering the team and platform through a period of rapid growth in the online channel from approximately $20M to more than $300M in annual revenue over a seven-year period. Prior to joining Ulta Beauty, Jesse held positions in IT Engineering, IT Compliance, Content Management and Project/Program Management for BP plc, Deloitte & Touche LLP, Dell, Inc and multiple software startups. Jesse resides in Naperville, IL with his wife Rachna and three children Rohan, Sean and Janaki and on personal time enjoys reading, travel, spending time with the family and driving his beloved BMW Z4M Coupe.

Ulta Beauty Launches New Mobile Home Page