Ulta Beauty’s 80,000+ Store Events Strategy and Why Experiences Are Driving Omnichannel Loyalty | NRF 2026
In this Omni Talk Retail episode, recorded live from NRF 2026 at the Vusion booth, Aimee Bayer Thomas, Chief Retail Officer at Ulta Beauty, joins Anne Mezzenga and Chris Walton to explain why physical stores remain the foundation of Ulta’s omnichannel strategy and how experiences are becoming a powerful growth driver in beauty retail.
Overseeing more than 1,500 stores and 60,000 associates, Aimee shares how Ulta Beauty is scaling experiential retail through services, technology, and one of the industry’s most ambitious event strategies. From salons and beauty services to birthday parties…
The skinny
The skinny isn't ready yet — notes appear once the transcript is processed.