I’ve been getting questions lately about some of the buzz around Ulta Beauty’s new gamified loyalty program, GlamXplorer. People want to know what I think, how it aligns with PUG’s philosophy around game design and loyalty, and whether it’s a potential game-changer in the world of customer engagement. So, I figured it was time to share some thoughts, and dive into what makes this program tick, where it’s hitting the mark, and where there might still be some room for improvement.

The Novelty and Innovation of Ulta’s GlamXplorer

Let’s start with the basics. GlamXplorer is Ulta’s latest effort to take customer engagement to the next level. The idea is simple but smart: turn the shopping experience into something interactive and fun by introducing a mix of mini-games, challenges, and—this is important—quests. The program includes interactions like “21 Questions,” a “Word of the Day” game that’s a nod to Wordle, and various quests that guide users through a series of tasks, leading them to rewards like gift cards, discounts, and beauty products.

The concept of quests here is key because it adds structure and purpose to the whole experience, making it feel more like a journey than a conventional “earn and burn” loyalty points scheme. The is reportedly showing very strong results in its closed pilot phase—according to an article in Forbes, 86% of participants came back the next week, and on average, people were playing these games and quests six times a week for about 11 minutes each session. That’s a pretty solid level of engagement, and it shows that Ulta is onto something.

Why GlamXplorer is a Success: PUG’s Core Gamification Principles

Now, why is GlamXplorer working so well? I’d say it’s because it taps into some core principles around customer segmentation and advanced models of engagement that we at PUG Interactive are all about—Interesting Choices, Consequence, and Time Pressure.

1. Interesting Choices: One of the reasons people are sticking around is because GlamXplorer gives them interesting choices to make, especially through its quests. Whether they’re deciding which game to play or how to tackle a quest, users are constantly engaged in making decisions that feel meaningful. This keeps things fresh and personalized, which is crucial for maintaining long-term interest.

2. Consequence: The idea of consequence is well-handled here, too. Every action in GlamXplorer leads to some kind of reward—stars, virtual loot boxes, you name it. And these aren’t just random trinkets; they’re tailored to what the user likes, making the whole experience feel rewarding. The quests, in particular, add a sense of accomplishment, as users progress through different levels to unlock these rewards.

3. Time Pressure: There’s also an element of time pressure that drives engagement. Some of the challenges and quests are time-bound, creating a sense of urgency that encourages users to jump in and play regularly. This kind of “now or never” approach can be a powerful motivator, helping to keep the momentum going.

The Weaknesses of the Current GlamXplorer Program

Of course, no program is perfect, and GlamXplorer has its share of opportunities to get even better. Here are a few areas where I think Ulta might want to to look:

1. Limited Scope of Gamification: Right now, GlamXplorer relies on a fairly limited set of mini-games, challenges, and quests. While these are engaging, they could get old if Ulta doesn’t keep things fresh. Introducing new content regularly will be key to keeping people interested. Also, focusing too much on top spenders might alienate other customers who also want to be part of the fun.

2. Over-Reliance on External Inspiration: There’s a lot of good stuff here, but it does lean pretty heavily on existing game concepts like Wordle. While that’s great for tapping into current trends, there’s a risk of coming off as derivative. To stand out, GlamXplorer needs to carve out its own unique identity, especially in how it designs its quests.

3. Potential for Reward Fatigue: If the rewards aren’t varied enough, or if they start feeling repetitive, users might start to lose interest. It’s important to keep the rewards exciting and meaningful to avoid this kind of fatigue. The quests need to be dynamic and offer rewards that feel worth the effort.

4. Balancing Personalization with Privacy Concerns: Personalization is a big plus, but it can also be a double-edged sword. If users feel like their data is being used in ways they’re not comfortable with, it could lead to mistrust. Ulta needs to be transparent about how they’re using data and make sure customers feel safe and respected.

5. Navigating the Fine Line of Time Pressure: While time pressure can be a great way to drive engagement, it can also lead to burnout if it’s overdone. If users start feeling stressed or overwhelmed by the constant push to engage, it could backfire. The key is to strike a balance, making sure the quests and challenges are fun and manageable.

Suggestions for Improvement and Expansion

So, what can Ulta do to take GlamXplorer to the next level? Here are a few ideas:

1. Dynamic Content Updates: Keep the content fresh by regularly introducing new games, challenges, and especially new quests. Seasonal or limited-time quests can add an extra layer of excitement and encourage users to keep coming back.

2. Enhanced Personalization: Use AI to further personalize the content and rewards. Tailoring quests and challenges to individual user behavior can make the experience feel even more tailored and engaging.

3. Community Integration: Build a stronger community element where users can share their progress, compete in leaderboards, or collaborate in team-based quests. This can deepen the sense of belonging and make the program more socially engaging.

4. Incorporate Feedback Loops: Give users a way to provide feedback and suggest improvements. This not only improves the experience but also makes customers feel like they’re part of the process.

5. Broaden the Scope of Rewards: Go beyond the usual discounts and products. Offer experiential rewards like invitations to exclusive events, virtual consultations with beauty experts, or early access to new product launches. These kinds of rewards add a layer of prestige and can really boost loyalty.

Ulta Beauty’s GlamXplorer program is a solid example of how gamification can drive customer loyalty and engagement. By incorporating quests and aligning with PUG’s principles of interesting choices, consequence, and time pressure, Ulta has created something that resonates with its users. But like any good game, there’s always room for improvement. By addressing some of the weaknesses and continuing to innovate, GlamXplorer could really set a new standard in the beauty industry.

So, those are my thoughts. Ulta’s on the right track, and with a few tweaks, I think they could really knock it out of the park. Let’s see where they take it next!

References:

• Zwieglinska, Zofia. “Ulta Has Been Quietly Testing a Gamified Loyalty Program Called GlamXplorer.” Glossy, May 15, 2024.
• McMillen, Jenn. “Ulta’s Gamification Test Reveals the Power of Wordle Loyalty.” Forbes, 2024.