Objectives
Michaels, America's largest arts & crafts retailer, was at a crossroads; accept the same fate as other legacy retailers, forced into obsolescence by online giants, OR transform, to not only survive, but thrive:
- Increase year-over-year comparable store sales
- With comp store sales at -2.4% in 2019, we needed to put them firmly in the positive in 2020.
- Increase ecommerce sales, becoming a true omnichannel player.
- With only 4% of Michaels sales being driven by e-commerce, we needed to drive sales across digital channels to better compete with Amazon.
- Increase return on ad spend.
- Michaels' focus on coupons had denigrated...