Ulta Beauty has been reinventing beauty retail since opening its first five “beauty destination” stores in the Northwest suburbs of Chicago in 1990. More recently, the company has focused on transforming the customer experience digitally and online. In this episode, NRF’s Susan Reda speaks with Chief Digital Officer Prama Bhatt about her career journey, how the beauty retail brand has used digital tools to continue to innovate and personalize the customer experience, and what’s next in experiential shopping. Learn more at retailgetsreal.com.