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Store closures drive shoppers to Ulta.com, but it’s not enough to boost sales

Store closures drive shoppers to Ulta.com, but it's not enough to boost sales as comparable sales decline 35.3% in the cosmetics retailer's fiscal first quarter. But introducing curbside pickup gives Ulta a much-needed boost.

Store closures drive shoppers to Ulta.com, but it's not enough to boost sales

As the coronavirus pandemic forced Ulta Beauty Inc. to close its stores across the U.S. in mid-March, the cosmetics retailer had to quickly pivot to an online-only operation. “When we began 2020, we certainly did not plan to operate into a digital-only business,” said Mary Dillon, CEO, on an earnings call transcribed by Seeking Alpha. […]

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