ULTA BEAUTY, INC.
The sampling is offered via SOS smart vending machines now in play at 10 U.S.
The pilot also includes a digital in-store advertising test program, aimed at deepening customer engagement, and the vending machines offer a way for customers to sign up as brand members.
The SOS machines caught the retailer's attention due to the SOS' female-led team and technology that provides more access to personal care products.
"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
How the smart vending machines work
The smart vending machines are mounted to the Beauty Bars located within the Ulta stores.
Members can claim one free sample every week from a variety of travel-sized products from brands across cosmetics, skincare and haircare.
Guests enter their phone or email to access their Ultamate rewards account to receive a free sample, while non-member guests can sign-up and create an account at the machine to receive. The smart vending machines link directly to guests' Ultamate Rewards memberships.
The machines feature a dynamic, interactive advertising platform and digital screens for sampling awareness, product launches and brand messaging.
SOS smart vending machines are currently in more than 100 locations including
The vending technology is an end-to-end solution in which SOS handles machine placement, activation, inventory, content management and maintenance.
After each transaction, customers can leave a review about their experience; SOS monitors the machines throughout the day and makes adjustments or troubleshoots as needed.
More than one ROI in play
Providing customers the opportunity to try new products and brands is just one part of the smart vending pilot strategy, according to
"With beauty being such a hyper-personalized category and shopping experience, we're constantly innovating to provide our guests with new ways to try before they buy. In addition to our current sampling programs at checkout and through brand ambassador events in store, SOS smart vending machines offers a no-contact approach to testing new beauty products that meet guests' individual needs and preferences," said the spokesperson.
Providing personalized engagement with a shopper is important on many levels, according to
"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 since the vending machines link to the rewards program
That feature allows
Why personalization is key
Providing a discovery experience and a personalized experience is important for retailers as it cements the idea that the customer "comes first," a SOS spokesperson told RetailCustomerExperience in an email interview.
"It brings a sense of individuality and satisfaction; that feeling that comes with being 'the first' to find out about something — and to be able to tell your friends about it. Three in five consumers who discover high-quality products they like, via sampling, advocate and stay loyal to those brands — which means they will likely purchase these brands through the retailer in the future," said the SOS spokesperson.
By investing in discovery brands and providing vendor diversity a retailer can deliver on social governance goals, according to SOS.
"Three in four women will pay a premium for products that support women and [they will] walk away from companies that don't. A majority of products featured in SOS machines are either women-owned or minority-owned brands," the spokesperson said, citing custom field data gathered via
That research also revealed that more than 72% of women and 50% of men stated that a retail location having SOS machines would enhance their experience.
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