1. List and discuss all the digital tools and platforms the corporation uses.
- Augmented Reality: Ulta beauty uses machine learning and computer vision technologies to create a realistic experience where you can virtually try on textures, colors, and finishes to complexion matching detecting your skin tone and helps you find your best match.
- Personalization through AI: Data driven insights that are generated by AI, enable Ulta Beauty to provide their guest with a personalized beauty experience in real-time and customized suggestions that drive traffic to purchase.
— Social Media: Ulta Beauty uses a variety of different platforms such as Instagram, Twitter, facebook and TikTok. They have their own hashtag #UltaBeauty and they encourage their customers to upload photos of themselves to social media using their products, ulta then shares the pictures on their pages.
- Adobe: Adobe helps Ulta shape their marketing campaigns.
2. Provide one example of an ethical or legal breach in the corporation’s digital history.
a. Review C 5. Provide support.
- In 2019, employees and customers accused Ulta of racially profiling the black and latino immunity inside its stores. Many former employees shared how their supervisors would instruct them to follow around only black and latino customers as soon as they entered. A former employee even said that management at their store was encouraging racial profiling. Some managers were even telling their employees that if they did not follow around black and latino customers, they would get their hours cut and the managers would get really mad at them. This is very unethical of a company to be treating not only their customers but their employees this way. It is important that everyone is treated fairly and with respect. No one should walk into a beauty store and feel like they are being followed and judged just because of their ethnicity. Ulta later responded to all the racial profiling complaints and said they stand for equality, inclusivity, and acceptance and strive to create a safe space that welcomes all. They also mentioned how they take these allegations serious and will continue to reinforce their policies and values across the company.
3. E-marketers can generate a great deal of data by using surveys, Web analytics, social media conversations, and other research. Provide one specific example of E-marketing research including the tool used by the corporation and the outcome.
- Ulta has a huge loyalty program with more than 23 million members. With this, they are able to gather and analyze the data from each and every single member, that way they can make smarter marketing decisions based on what they see their customers like and are purchasing. This also helps out their brand partners with their marketing by using these analytics. This also helps them make smarted marketing decisions on products and this benefits ulta because they will go to the store and make their beauty purchases.
Citations:
Welcome to Digital Innovation by Ulta Beauty. (n.d.). https://www.ulta.com/innovation/
How Ulta did Beauty Marketing Right for Attractive Results. (n.d.). https://www.creadits.com/post/how-ulta-did-beauty-marketing-attractive-results
Moody, K. (2019, August 16). Employees, customers accuse Ulta of racial profiling. HR Dive. https://www.hrdive.com/news/employees-customers-accuse-ulta-of-racial-profiling/561064/
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