Michaels: A business transformation for the makers

Michaels, an arts and crafts retailer, launched a campaign in the US to increase year-over-year store sales, increase e-commerce sales and return on ad spend, and build shareholder value.

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...