4-1 Discussion: Ulta purchase
Recently, I went to Ulta to freshen up my makeup regime. If you're not familiar, Ulta is a chain beauty supply store. Ulta stores are typically very easy to navigate based on signage and lay-out. I was drawn to a display that was organized by "eyes", "mouth", "brows" and so on. This in- store marketing tactic influenced me to shop within a small area--I soon realized the large display was solely Ulta brand products. This layout created a straight- forward, convenient way to navigate all the basics I came for. Part of that signage, indicated a free gift with the purchase of $4o or greater. This was reiterated in smaller signs situated throughout the merchandise display. As it turns out, the small print indicated the free gift would only be included with the $40 purchase of Ulta-brand products. Ultimately, I decided against Ulta-brand items because I found they are not cruelty-free. I sought the less distinct shelves for products that might fit my specifications. Unfortunately, I did not find a distinctive display for the kind of cruelty-free, vegan products I prefer. In my experience, even products with earth-inspired imagery can be deceptive. Thankfully, there are certain seals/markers labels will include for this distinction Perhaps, in areas where this cruelty-free/vegan market segment has greater influence, corresponding Ulta Iocations promote accordingly. Regardless, the Ulta-brand display was a perfect example of successful in-store marketing. The display offered convenience and the promise of a free gift. Even though I had more specific item specifications, I was still drawn to the promotion. For a moment, the promotion successfully distracted me from "I'm here for cruelty-free products" to "Oh! A free gift?!" Although it was not sufficient to separate me from my values, it certainly had my attention for a time. It's
fascinating how marketing can infiltrate our minds this way.