Case Study: Ulta Beauty boosts new store foot traffic with GroundTruth location data

How location data enhanced Ulta Beauty’s new store opening media strategy

Ulta Beauty partnered with GroundTruth and agency Mediahub MullenLowe to improve media strategy for new store openings as the retailer expanded its physical footprint. The challenge was to reach high-potential local shoppers, build awareness, and drive foot traffic to new stores at the right time and in the right place.

Using GroundTruth’s Audience Targeting Platform and Location Targeting, Ulta Beauty applied Location Audiences, Behavioral Audiences, and custom proximity targeting around new store locations. The results were strong: GroundTruth-supported stores were 2.5x more likely to reach their state average weekly visitation rates and did so 43% faster than stores without GroundTruth support, helping Ulta Beauty quickly boost local awareness and engagement.

Ulta Beauty

Casey Foxen

Integrated Marketing Manager