Measuring ULTA Display Types

You will be measuring many different types of displays inside the ULTA store. 

The most important thing to keep in mind is that we are using these measurements as a proxy for inventory, so it's important not to miss any displays. If you are unsure of exactly how to measure a display, step back and think: "If I am trying to get an idea of inventory, what's the best way to go about measuring this display?" 

Measuring Displays

The most important part of our data collection is measuring the linear inches for each product category by brand. You will include all of the space (from the aisles and special displays) in your measurements.

We do not want to include *empty* space in our measurements, this space will be accounted for in your stockout counts.

We also do not want to include space for sample and tester items. Remember, our space here is a proxy for the amount of inventory a brand has available.

How to Measure Linear Inches:

The easiest way to measure shelf inches is to:

1. Measure your shoe (make sure it's the shoe you are wearing to the visit!)

2. Walk the length of the space taking small (heel to toe/baby steps) steps 

3. Count your total steps

4. When you get home, multiply the length of your shoe by the number of steps 

5. Don't forget to multiply by the number of shelves 

Example:

• If your shoe is 11 inches 
• And you walk 44 steps 
• 11iches x 44steps = 144 linear inches 
• If that aisle had 5 shelves 
• 144 inches x 5 = 720 linear inches 

Remember, we don't care about the depth of a shelf, just about the length from left to right 

​In Aisle Displays

Major brands will most likely be located in an aisle, making it easy to measure the length of the aisle and multiply by the number of shelves. But it can get a little overwhelming if there are different product categories mixed into the aisle. This is where your math skills come into play! You'll simply take the total measurement and assign a % of space to the available categories. 

Step 1: Measure the length of the aisle

Step 2: Count the number of shelves

Step 3: Get a total account of the linear inches

Step 4: Estimate the amount of each of the product categories.

• % Face - Skincare
• % Face - Base Color
• % Face - All Other Makeup

For Example, if the Clinique display below has Makeup and Base Color, we'll get a total accounting of the space and then divide it out by category. 

Step 1: Each shelf is 60 inches long (from left to right)

Step 2: Multiply by the number of shelves 4 shelves (we'll assume the display on the right has 4 shelves like the other displays): 60 x 4 = 240 linear inches 

Step 3: Subtract out empty space and space for testers (let's say 10%): 240 - 24 = 200

Step 4: Estimate the amount of each of the product categories

Step 5: (Let's say) Makeup is 60%: 200 x .60 = 120 inches for Makeup

Step 6: Base Color is the remainder: 200-120 = 80 inches for Base Color

Special Displays

Special Displays are usually found at the front of the store, or in the middle between aisles composed of free-standing displays or tables. Below are several examples of what you might encounter in the store and how to think about capturing the data required. 

Let's think about how to collect data on the KYLIE display below. 

Step 1: Measure the front of the display (the one with Kyle's face on it)

Step 2: Measure the table behind it (the white table)

Step 3: Add the total space together 

Step 4: Assign a % of the total space to Makeup (the pink Kylie) and Base Color

Example 2

In the Urban Decay display below, there is one shelf of inventory and one shelf of tester. Remember, we do not include real estate for testers. 

Step 1: Measure the length of the display 

Step 2: Remember, we do not need to measure depth, just the left-to-right length 

Step 3: Ignore the space dedicated to the testers 

Example 3

The Morphe display below is a little tricky, so let's take a look. 

The two middle shelves are testers and should not be included in your measurements. But looking closely at the side of the middle shelf, and the bottom right of the second shelf to the bottom, we have inventory available!

Step 1: The vertical inventory (the white line) looks to have four shelves, so you'll just measure the length of that space (even though it's small!) and multiply by 4 shelves. 

Step 2: Measure the small amount of inventory on the second to the bottom right shelf

Step 3: Add this space together 

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