What: The agreement announced last November finally translates in the first store openings

Why it is important:  The combination of both Target’s and Ulta’s reward programs provide interesting features for customers, and raise some questions on how the data is processed and by whom.

Following the announcement last November of opening 800 Ulta shop in shops at Target, the first batch of 100 points of sales is about to open. These shop in shops will offer a selection of the Ulta product range, including 50+ top brands, its own private label and collaborative brands.

Ulta shop in shops will make the most of the whole services developed by Target: click & collect, same day delivery, cumulated reward program and presence on Target’s e-commerce website. Customers will also enjoy Ulta’s virtual try-on tool, Glam Lab.

Target is consistently expanding its offer via partnerships to be a full one-stop shop. Besides Ulta, it has made deals with Apple and Disney in a similar manner.

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