Over 95% of Ulta Beauty's sales come from its loyalty members, says CMO Kelly Mahoney
Ulta Beauty CMO Kelly Mahoney highlights the success of the company's loyalty program, which accounts for over 95% of total sales. The brand is now focusing on using this data to provide highly personalized customer experiences.
Why it matters
It demonstrates the critical role of first-party data and loyalty programs in modern retail marketing strategies.
Kelly Mahoney became CMO at Ulta Beauty 18 months ago. She spoke to CMO Insider at Cannes Lions 2026 about how the brand is driving greater personalization through its loyalty program. "Over 95% of all of our sales are coming from our members," she said. "The trick is how do we leverage that information to power the experiences that become very meaningful to our customers, in a way that resonates with their lives." Read the original article on Business Insider
The content is a straightforward report on corporate marketing strategy.
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