I don’t often name names, but I had an interesting experience at Ulta. I tagged along on a shopping trip. At the register, the cashier made it seem as if it was necessary to have a loyalty account to shop. The person I was with didn’t have and didn’t want to create an account. As we asked more questions, it seemed like she would not be able to make the purchase, a small bottle of moisturizer, without giving a phone number. The cashiers went so far as to convince a fellow customer to apply her phone number to purchase. I left with a few questions:
What practices are forcing that kind of behavior?
Doesn’t such a mandate actually hurt the integrity of the brand’s data collection?
Would you or should you want to shop at brand that forced you to sign up for a loyalty program as a onetime customer?
The experience honestly made me distrust the brand overall. I did some digging online to see if this were an isolated incident. It seems that it isn’t. But I want to hear from you, is this something you have experienced at Ulta or other brands? Did it change your opinion of the brand?
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A Wren Says 
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