Melissa Berscheid

Senior Director, Member Marketing and Technology
Ulta Beauty

Don’t miss Melissa’s presentation, Creating a Foundation for Loyalty With Complete Guest Understanding.

About the presentation
With more than 41 million loyalty members, Ulta Beauty has cracked the code for creating unparalleled guest loyalty. Data is their competitive advantage. This session will focus on how Ulta Beauty has identified opportunities to engage with their guests – exchanging value for data, resulting in 95% sales penetration. You’ll also hear how Ulta Beauty created a foundation of trust with guests by responsibly collecting and using guest data to drive unmatched loyalty and used robust guest data to accelerate personalization across numerous engagement channels.

About the speaker
Melissa Berscheid is a demonstrated guest data expert who has more than 20 years of experience in direct and database marketing. She plays a key role in building and leveraging the marketing tech stack to execute defined customer-centric strategies that deliver optimal results.