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Ulta’s application has a great scanning feature – providing shoppers detailed information on pricing, reviews, suggested icons, and inventory. This scanning feature also worked 100% of the time, something surprisingly uncommon among all retailers. Shoppers could purchase, view promotions, reward point balances, send gift cards to friends as well as participate in their social gallery. The rewards program – not unlike it’s biggest competitor Sephora – was simple and easy to use, and provided a significant level of benefit to the user. While not as innovative as the makeup giant Sephora, they have recognized the value in-store mobile provides its shoppers and are working to hone in on providing that idealized experience.