Mobile accounted for 25% of Ulta's e-commerce revenue during Q2.
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Looking for outside expertise
Seeking to maintain the pace of growing sales, Norment last year decided to get help from the Rimm-Kaufman Group, headed by Alan Rimm-Kaufman, former vice president of marketing for Crutchfield. Rimm-Kaufman’s mission is to assist with Internet search and other forms of marketing as well as provide advice on site design.
A redesigned site developed in-house and due for launch this month will provide faster and more targeted site search and rich media product displays. Last month the company opened a new 7,000-square-foot warehouse.
“They’re a great company that has followed their market and their customers, growing order by order and customer by customer,” Rimm-Kaufman says.
Although her small business is getting more complicated, Norment continues to enjoy the challenge. She’s considering launching a catalog while continuing to add products to both her store and web site. “To me, it’s like a puzzle that keeps you learning,” she says. “It’s fun. And that’s what makes things work.”