By  on October 15, 2010

Ulta is taking a personal approach to online shopping.

The beauty purveyor of mass, prestige and salon products has tapped Omniture Inc., a business unit of Adobe Systems Inc., to personalize the customer experience with more relevant content on its Web site. had previously worked with the Omniture Business Unit to analyze the effectiveness of promotional offers, and together the two companies created a series of tests to determine the impact of personalized content. It also helps to organize the 12,000 items sold on, which compares to the 21,000 products stocked in Ulta’s 350 brick-and-mortar stores.

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