ULTA unleashes fleet of sampling machines

Ulta Beauty, not a newbie to the rewards game, is spicing things up in the cosmetic aisles. Partnering with SOS, a startup with a knack for digital vending machines filled with health and wellness goodies, they're launching a pilot program. The six-month trial will see SOS machines in 10 ULTA locations across five states, including New York and California.

The idea is simple yet ingenious: the digital screens on these machines will flaunt ads, while the 41 million Ultamate Rewards members can cherry-pick samples from inside. Although just a test, the initiative could unlock valuable data on customer preferences, paving the way for more tailored content and recommendations. It’s like hitting three birds with one stone—rewarding loyalty, personalizing experiences, and embracing innovation.

The SOS sampling scheme is the new kid on the block aiming to enhance the in-store retail landscape, and it's doing it with a dash of digital flair. While other ventures have nosedived (remember the Cooler Screens fiasco with Walgreens?), SOS's co-CEO is betting big on elevating rather than replacing the traditional retail experience. Following the footsteps of retail giants like Walmart, ULTA is diving into in-store sampling to get a closer peek into consumer likes and dislikes. It's all about getting new products into customers' hands and, of course, data, data, data!