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 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...

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