Ulta Beauty is piloting a next-generation in-store sample program that enables consumers to discover products swiftly and easily while also providing a development route for Ulta’s brand partners.

The sample is available using SOS smart vending machines, which are now deployed in ten Ulta Beauty locations across the United States.

The experiment also features a digital in-store advertising test campaign geared at increasing consumer involvement, and vending machines that enable customers to join up as brand members.

The SOS devices piqued the retailer’s interest because of the company’s female-led staff and technology that allows for more access to personal care items.

“We launched a pilot program to better understand how our guests prefer to engage with new, seamless ways to test and discover beauty offerings across Ulta Beauty’s assortment,” an Ulta Beauty spokesman informed RetailCustomerExperience via email.

How do automated vending devices work?

The clever vending devices are positioned on the Beauty Bars inside Ulta establishments.

Every week, members may choose one complimentary sample from a selection of travel-sized products from cosmetics, skincare, and haircare brands.

Guests input their phone number or email address to access their Ultamate rewards account and receive a free sampling, while non-member guests can join up and establish an account at the machine to receive. The clever vending machines are promptly linked to visitors’ Ultamate Rewards memberships.

The devices have a dynamic, interactive advertising platform as well as digital displays for raising awareness, launching products, and communicating brand messages.

SOS smart vending machines may presently be found in over 100 sites, including New York City’s landmark Rockefeller Center, as well as sports and entertainment facilities including Fenway Park, Amerant Bank Arena, and EverBank Stadium.

SOS provides an end-to-end vending technology solution, including machine location, activation, inventory, content administration, and maintenance.

Customers may submit evaluations after each transaction, and SOS monitors the devices throughout the day, making modifications or troubleshooting as required.

Multiple ROIs are in action.
According to Ulta Beauty, providing consumers with the option to test new products and brands is only one aspect of the clever vending pilot approach.

“With beauty being such a highly individualized category and purchasing experience, we’re perpetually inventing to provide our visitors new opportunities to test before they purchase. In addition to our current sample programs at checkout and brand ambassador events in-store, SOS smart vending devices provide a no-contact method of evaluating new cosmetic products that adapt to guests’ specific requirements and preferences,” added the spokesman.

Ulta Beauty believes that providing individualized contact with a consumer is crucial on many levels, as the visitor is “at the center of everything we do,” according to a spokesman.

“The deep connection to our community of beauty lovers is a top priority for us, so that we can continue to serve them as best as we can, especially as their preferences evolve,” said the spokesperson, adding that because the vending machines are linked to the rewards program, Ulta Beauty can learn which products, brands, and categories customers are interested in.

This utility enables Ulta Beauty to tailor the purchasing experience across all Ulta Beauty channels.

Why customization is critical

Providing a discovery and customized experience is vital for retailers because it reinforces the concept that the consumer “comes first,” an SOS spokeswoman informed RetailCustomerExperience via email.

“It gives you a sense of individualism and fulfillment, like being ‘the first’ to learn about something and be able to inform your peers about it. According to the SOS representative, three out of every five consumers who discover high-quality items they appreciate through sampling advocate and remain loyal to those companies, implying that they would most likely purchase these brands through the merchant again.

According to SOS, by investing in discovery brands and assuring vendor diversity, retailers may meet social governance objectives.

“Three out of four women will pay a premium for items that benefit women, and they will avoid firms that do not. “The majority of products featured in SOS machines are either women-owned or minority-owned brands,” the representative stated, using custom field data acquired by Wasserman Collective Custom Research in 2023.

According to the findings, more than 72% of women and 50% of men believe that having SOS machines in a retail location will enhance their purchasing experience.