What has Ulta Beauty figured out that still eludes so many brick-and-mortar retailers? That in-store is about the experience and that brick-and-mortars need to deliver services and goods in a way that e-tailers cannot. By their very nature, e-tailers have the advantage on price, convenience and inventory range — and same-day delivery is starting to give some an edge on speed. Physical stores must deliver unique and compelling experiences or they simply can’t win customers over in the long term.

Longtime readers of this blog know that this is a familiar refrain, where we point to physical efforts that don’t deliver meaningful value — consider Target’s curbside pilot — along with those that do, such as Chili’s tablets, Prada’s shoes and integrated shopping malls. This week’s example comes from the world of beauty, and it’s a beautiful thing when physical stores do what they were designed to do.

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