Flyers, Retail

Fully-Embedded, Linked For Success

Ulta Beauty, the largest beauty retailer in the U.S., finds success through its e-flyers through two key embed techniques. On its website, Ulta’s current flyer can be accessed through the “current ad” link in its toolbar. Secondly, through its store apps, the e-flyer can be found embedded with its mobile-compatible experience.

The Obstacle

Ulta's seasonal beauty flyers and gift guides are locked in the moment they go to print — pricing, offers, and featured products can't change once the run is out the door. In a category where new products launch constantly and promotions shift fast, that rigidity meant a printed piece could go stale within days of reaching mailboxes and stores. The flat, one-size-fits-all format also meant every shopper flipped through the same undifferentiated list of offers, whether they were there for skincare, makeup, or fragrance.

The Solution

Dirxion built Ulta a digital catalog designed around speed and structure. Because it lives online rather than on a press run, the digital catalog can be updated the moment pricing, inventory, or offers change — no reprints, no outdated promotions sitting in front of shoppers. The digital catalog also replaces the flat print layout with organized categories and collections, letting shoppers jump straight to the sections most relevant to them — skincare, makeup, haircare, fragrance — instead of paging through everything to find what they came for.

The Outcome

Interactivity with polygon image links and m-commerce integration enable Ulta’s e-flyers to maintain high session durations. These sessions lead to more than 1:1 click rates per session across 65%+ pageviews of a given flyer. Send your shoppers to the digital flyers to see more products and get to a purchasing decision.