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2 Improving the Guest and On-the-Go with Oracle Commerce

3 o Founded in 1990 o A beauty superstore o The largest US beauty retailer that provides one-stop shopping for prestige, mass and salon products and salon services

4 715 stores across the US

5 Over 20,000 beauty products…

6 …and a Salon in every store

7 Over 13 million active members

8 Members love our catalogs, coupons, and rewards

9 We communicate with members across many channels Guest Services Mobile Direct Mail Online Point of Sale

10 Our challenge? Ensure CONSISTENT, RELEVANT guest experience across channels Showcase BREADTH of product BALANCE promotional opportunities with new product launches Enable AGILITY Business Flexibility INTEGRATE Search / navigation GROW Digital channel

Upgrade ATG Version 9.4 Upgrade DB 11g, RAC Remove Blueprint Code Introduce Content Delivery Network Upgrade ATG Version Implement Endeca Search Responsive Design Re-launch ulta.com Enable guest mobility Upgrade ATG Version 11 Implement Endeca Experience Manager Launch Editorial Content Social Integration Upgrade ATG Version ? Implement WebCenter Sites Personalization Omnichannel Our Journey

Our Plan – Upgrade to Latest Versions o Maintain upgrade cadence to integrate latest version Improve performance, scalability and reliability Eliminate major transitions by taking incremental steps Less reliance on antiquated foundation and custom code Leverage out of the box capabilities to focus on targeted offers / products Implement out of the box promotional stacking and strategies 12

o Redesign ulta.com’s Guest Experience using identified Guiding Principles: Make it easy for her to explore or shop wherever she is Create a consistent, responsive experience regardless of where or from which device they are shopping Deliver content to her at the moments that matter Balance promotions and the ability to showcase new or popular products 13 Our Plan – Redesign the Website

o Redesign ulta.com’s Guest Experience using identified Guiding Principles: Increase interaction with the site, shifting from a purely transactional experience to more of a shopping destination Layer in a personalized experience for the guest, showing products and information relevant to them Highlight In-store services and Omni-Channel Integration ( store inventory) 14 Our Plan – Redesign the Website

o Replace 3 rd party search platform with integrated functionality of Endeca Drive consistency and relevant search results Allow guided navigation refinements and introduction of metadata Synchronize with promotional activity to display accurate results Improve SEO with thoughtfully constructed urls 15 Our Plan – Endeca Search

o User Experience template design for maximum business flexibility Remove reliance on IT for user experience changes, reducing time to minutes from weeks Develop reusable cartridges that enable new merchandising capabilities Improve creative flexibility for imagery, messaging and overall site design Create standard brand focused experiences that allow brands to showcase their assortment and refresh content, as needed 16 Our Plan – Experience Manager / Content

Homepage – Ease of updating o Easy to understand terms make updating and placing of page slots a straight- forward process

Homepage – Ease of updating o Integrated imagery makes selection quicker

Homepage – BCC integration o Managing content is also integrated into the BCC

20 Live Site Demo

21 Functionality Services Technology Enablers Foundation

22 Questions

23 Thank you.