The two companies signed a long-term agreement late last month “to develop and manage the Ultamate Rewards Credit Card program which is designed to enhance the benefits of the popular Ultamate Rewards loyalty program and increase engagement with the Ulta Beauty brand,” according to a media release about the partnership.
“Know more. Sell more.”
That’s the promise Alliance Data’s card services business makes it clients. It means that the company aims to use consumer insights and analytics in innovative ways to help brands sell more product. “It's how we deliver increased sales to our partners, build enduring loyalty to their brands, and provide more value to our cardmembers,” according to the media release.
Omni-channel
The Ulta Beauty–branded MasterCard will be, as are all credit cards, an omni-channel method of payment, which means data can be gathered online, in-store, and beyond. Consumers will be signing up where ever they shop too: “Alliance Data will employ its best-in-class data assets and loyalty marketing expertise and will utilize in-store, online and mobile channels to acquire new Ultamate Rewards Credit Cardholders,” says the company.
The MasterCard can be used anywhere, not just at Ulta and will have some perks beyond the company’s own loyalty program. “Cardmembers will have exclusive access to an array of outstanding benefits and unique experiences, including the Priceless Cities program, available only to MasterCard cardholders.”
Win, win, win
Ulta and Alliance both anticipate that the new card will benefit the beauty retailer, the marketing firm, and the consumer.
"At Ulta Beauty, we keep the guest at the center of all we do,” David Kimbell, chief marketing and merchandising officer at Ulta Beauty, tells the press. “Enhancing our guests' shopping experience with added convenience and benefits through this new partnership with Alliance Data is yet another way for us to do that."
Alliance sees Ulta as a very promising partner. “From the in-store experience to the immensely popular Ultamate Rewards program, Ulta Beauty has fostered a passionate, loyal customer base,” observes Melisa Miller, president of Alliance Data's card services business.
Building on that, Miller and her team "will employ [a] lifecycle marketing approach to deliver on our promise of being a valued partner for the entire customer journey. We look forward to the possibility of existing Ulta Beauty guests becoming lifelong cardmembers with even deeper brand affinity and engagement."