Ulta Beauty Cash Wrap

Brand: Ulta Beauty

This was a personal passion project that I decided to champion. I noticed early on that the existing cashwrap “flat tray” was being filled with oversized product (with no strategy), and stores were making “homemade signs” that were not following corporate visual merchandising guidelines. I built the strategic brief to develop a new cash wrap fixture that could be used for merchandising impulse products while creating functional signholders to properly tell corporate driven marketing messages.

First, sketching a concept (right) of a cashwrap fixture that would only communicate a marketing message. This was the first item developed for the fifth register, registers 1-4 would contain a similar structure with a tiered system to hold merchandise. The fixture we developed with a back panel that could hold an interchangeable graphic. In design this was developed as both Ulta Beauty master brand colors (color block behind product) and a dimensional die cut promotional graphic to feature the Ulta Beauty Credit Card 20% off application offer. Simple pricing strips were built in to all for 1:1 merchandising to price, with gift card and gift card holder placement above. The updated cash wrap fixtures were prototyped, tested in A/B format and saw a sales lift of +30% to the existing version. They were rolled out to all stores based on the successful A/B testing.

Skills utilized during this project: Strategic Marketing Planning, Cross-functional team collaboration and planning, Project Management, Production/ Sourcing, 3D /2D adaptation off creative concept to prototype, logistics to produce, kit / pack and ship direct to door. Unpacking and installation instructions by store visual team.