Michaels’ maker-oriented marketing strategy combined with the homebound consumer lifestyle seems to be paying off with strong third quarter results.
Michaels recently transformed two existing hometown retail locations as part of a larger strategy to reimagine the optimal maker shopping experience. Customers in the North Texas suburbs of McKinney and Plano can expect an entirely new look and feel when they visit their local store.
Despite coronavirus-associated challenges, Michaels managed to have a better-than-expected second quarter.
Michaels is updating its loyalty program to let members earn rewards through specific product purchases, bonus offers and seasonal promotions.
Nicole Crafts has decided to exit its retail operations by retaining the retail and real estate divisions of Gordon Brothers to close the A.C. Moore store chain, as part of a broader strategic plan. A.C. Moore has more than 145 stores on the east coast.
Michaels has made several changes to its senior executive leadership team. Vidya Jwala has been appointed to the newly created role of chief customer officer, Scott Lindblom has been promoted to evp/chief information officer and Holly Shaskey-Platek has been promoted to evp/chief human resources officer.