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A.C. Moore E-Com Launch Builds From Customer Demand

A.C. Moore Arts and Crafts has adopted e-commerce in an initiative that builds on a company-wide restructuring effort, with the online element meant to serve “a new generation of digitally empowered consumers,” company president Anthony Piperno told HomeWorldBusiness.com.

Recently, A.C. Moore announced the launch of its remodeled e-commerce-enable website, which offers expedited shipping throughout the United States and to more than 180 countries worldwide. On the redesigned ACMoore.com, consumers can browse by department or brand and access detailed product and pricing information, as well as arts and crafts project details.

The site features best selling in-store merchandise across the range of available products in the craft materials, home decor, toys and activities segments, among others. Products ship from a new, state-of-the-art 140,000 square-foot Chicago warehouse. As it launched the renewed website, A.C. Moore released an upgraded app that provides detailed product information and mobile-responsive coupons and promotions.

The reconstituted online operations gives A.C. Moore an opportunity it will pursue to serve craft and creative consumers worldwide, but Piperno said the decision to expand online capabilities arose from feedback generated by the retailer’s core customer base. Those customers expressed a desire for online, shop-anytime access to the retailer’s product assortment, he said.

“There has been a huge demand from our customers for an online shopping experience, which is one of the reasons we took great care in creating an effective and engaging site,” Piperno said. “We have worked diligently to ensure a seamless shopping experience across our entire network of physical and online touchpoints. The feedback we’ve received thus far has been overwhelmingly positive, especially from brand loyalists who have relocated outside the physical A.C. Moore geography.”

He continued, “In order to provide the most complete omnichannel offering to our customers, we’ve built and taken complete ownership of the entire infrastructure, from front-end technology, to the development of innovative products, and expedited delivery of orders from our own warehousing facilities. This vertically integrated model allows us to quickly adapt, adjust, and track rapidly changing consumer demand. This also puts the company in a unique and advantageous position as we build and shape our online presence.”