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As online cosmetic shopping booms, leading beauty superstore ULTA Beauty has responded with an enhanced online experience that helps customers...

For fast-growing retailer Ulta Beauty, having an omnichannel presence does not just mean selling products across multiple touch-points. As Ulta Beauty executives explained during a presentation at the recent Oracle Industry Connect 2015 conference, the retailer uses an Oracle Retail technology platform to support a range of omnichannel experiences that engage customers at a highly personal level.

Almost two years after an intensive e-commerce upgrade, Ulta Beauty is making steady progress toward its goal of reaching 10% of total sales via the Internet - a major milestone in the cosmetics segment.

Oracle Industry Connect 2015 wrapped recently, and best-of-breed retailers and brands including Nordstrom, ULTA Beauty, Adidas, Lilly Pulitzer, Gap, Charming Charlie, and more presented their paths to omni-channel, or as Mike Webster, senior VP and GM retail and hospitality, put it "evolved omni-channel, as it blends digital and physical, because 'it's all retailing.'"

"Our vision is to become the favorite beauty destination, most loved and admired by guests, associates, communities, partners and investors," Kimbell explained. "It's so critical that when our guests come in they feel like the experience with associates delivering the information, content and experiences on a one-on-one basis is positive."

"Our customers are the most important part of our business and finding new ways to engage with them in beauty and building our authority in that space is critical to us," said Dave Kimbell, Ulta's chief marketing officer at Oracle Industry Connect in Washington, D.C..

By replacing a third-party search service with Oracle Commerce's integrated search and navigation, Ultra dramatically improved site navigation and search results. The updated site lets consumers easily browse categories and find specific products among the retailer's more than 20,000 items in cosmetics, fragrance, hair care, skincare, body and bath products, and salon styling tools.