News Feature | May 22, 2014

Michaels Stores Enhances Website To Boost Customer Experience

Source: Innovative Retail Technologies

By Megan Zielinski, contributing writer

Michaels Stores introduced their new website this past week, enabling customers to experience a seamless approach to inspiration, convenience, and promotions through the company’s omni-channel network.  

The new site consists of fun, creative projects for special celebrations, upcoming holidays, projects with Mason jars, along with providing customers with a list of all project materials needed. The site design allows for simplified searching for products under categories such as baking, sewing, art supplies, home décor, wedding, and much more. It features encouraging videos with how-to guides, displays trending ideas for customers to browse through at the company’s Pinterest page, and allows for visitors to register for classes at their local Michaels store, courses including cake decorating, jewelry making, oil painting, and kids crafts.

Through the main site, customers have the opportunity to explore even further with articles at “The Glue String,” Michaels blog site. Authors cover unique topics and list step-by-step instructions with engaging content. The blog is full of DYI suggested projects, including how to make a dog paracord collar, how to make peep s’mores, and teacher appreciation gifts.

Customers can also expect to find exclusive savings only available online through its “21 Days of Savings” program, including flash sales, daily and weeklong sales on craft, art and apparel items. Flash sales feature limited-time grabs, offered between 11 a.m-3 p.m. Daily sales also includes a small inventory, as sales serve on a 24 hour period. Weeklong online specials include up to 70 plus items of everything from name brand tubes of Acrylic paint at $1.99 from $3.99 to rainbow designed duct tape, marked from $7.99-$3.99. All sale items present remarkable savings as the original price is slashed with the discount price listed in red.  Coupons are not applicable to online orders, yet Michaels rewards online shoppers with special promo codes valid for 30 percent off, and even more savings by signing up through email. Shipping and handling is guaranteed free with orders of over $50. On the site, customers are capable of viewing the weekly add of their nearest Michaels store—benefiting customers with buy one, get one free offers, 40-70 percent off of original prices, and huge discounts on custom framing—to better serve customers, Michaels even accepts competitor custom frame coupons.

Michaels is the largest arts and crafts retailer, operating more than 1040 stores in the U.S and Canada and 115 Aaron Brothers stores. Competitor stores include Hobby Lobby, Ben Franklin Stores, Jo-Ann Stores, AC Moore, and smaller U.S. chain stores.