Amiee Bayer-Thomas, Chief Retail Officer at Ulta Beauty, believes physical stores play a critical role in bringing digital discovery to life and building lasting customer relationships. Drawing on her experience leading a network of more than 1,500 stores amid continued domestic and international expansion, Amiee shares how Ulta Beauty is evolving its physical footprint to meet changing consumer expectations, investing in experiences that inspire loyalty and empowering frontline teams to deliver the personal connections that remain essential to retail.

• Reimagining the purpose of the store: Creating new opportunities for discovery and experiential engagement that build customer loyalty.

• Measuring the full value of physical retail: Looking beyond traditional store metrics to account for customer acquisition and the store's contribution to omnichannel growth.

• The human advantage in an AI-driven world: Using technology to empower frontline teams and create more opportunities for meaningful customer interactions.

• Scaling without losing connection: Adapting store formats and experiences for new markets while preserving what makes the brand distinctive.