Joann Stores has adopted a new store format intended to foster customer creativity.
The new format offers shoppers what Joann characterized as a completely reimagined store experience. The first such store, located in Columbus, OH, opened a week ago, introducing shoppers to new technology, dedicated community and learning spaces, and custom services.
According to Joann, the store design reflects deep shopping research, pilot programs and customer and employee feedback. The company developed store features and classes with current trends in mind, including customization as suggested by a surge in searches for personalized t-shirts on Pinterest, which is involved in a partnership with the retailer.
Also new at the store is a Creators’ Studio, a large open community space where customers can take classes, host events and rent machines to work on projects, and a Craft Creator touchscreen kiosk providing popular-on-Pinterest craft projects personalized for customers based on their preferences.
Other fresh elements include a modernized Cut Bar experience, which allows customers to check in and continue shopping until a text message alerts them a team member is ready to cut their fabric, special order kiosks, expanded category assortment including a Sewing Studio with new brands and machines, hobby options such as model kits and candle-making supplies, and a wide variety of fine arts materials.
Concierge services include Sew & Go, a custom service for shoppers interested in anything from suit tailoring to home décor work, and Personal Shopper, providing one-on-one guidance. The new store also offers services for shoppers buying in bulk, and will serve as a hub for local artists to share and even sell their creations.
“Research resoundingly showed our stores have naturally evolved to become much more than a place to buy things,” said Jill Soltau, Joann president and CEO. “Customers come in to find inspiration, learn from our team members and share creative experiences with others. That discovery, along with industry insights and DIY trends, helped us create a store like nothing else in existence. This is the most shareable and welcoming craft experience ever built.”