By Kate MacArthur, writer for Blue Sky at The Chicago Tribune

This article originally appeared in The Chicago Tribune’s Blue Sky Originals, which can be found here.

As beauty-product sales increasingly move online, Ulta Beauty has launched a slew of technologies to improve its service and boost sales. It’s part of an ongoing makeover that the Bolingbrook-based retailer launched in 2013. Dave Kimbell, the company’s chief merchandising and marketing officer, explains how Ulta is using apps, data, YouTube, Google and a digital dossier to make shopping more immediate, personal and fun and customers more loyal.

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