Ulta’s “elevating without alienating” strategy has propelled them into being the biggest beauty retailer in the U.S.

Ulta’s “elevating without alienating” strategy has propelled them into being the biggest beauty retailer in the U.S. The chain which jokingly refers to their competitor Sephora as their “dark and moody sister,” owes their success to being “super approachable” by offering both drugstore and prestige brands. They also have their 20 million members strong Ultimate Rewards Program which is based on a points program and tracks consumers’ preferences to provide a more customized in-store experience. (Racked)