The retailer looked to customer feedback for guidance when it decided to make significant adjustments. In the year 2019, Michaels Art Supplies realized that company had an issue. Companies were not generating as much money as normal since customers were not entering the store, and the traditional marketing techniques they used to promote their products were failing to get the desired outcomes.
The Business Strategy of the Company
They needed to make some adjustments to their strategy using Michael’s art equipment. But what exactly is it? The company’s business strategy in the past was based on the notion that “anyone can make,” and this strategy worked well for them in the market segments for seasonal and children’s products.
However, according to Jennifer Beesley, vice president of creative and store environment at Michaels Art Supplies, “we were sleeping at the wheel” when it came to crucial areas like jewelry-making, knitting, and technology.
A Reconsideration of the Goal at Hand
Directly as a result of this, Michaels Art Supplies decided that they needed to reiterate their goal by saying, “We’re here for the maker.” One comment in particular stood out from the rest when they asked previous customers for comments on where they could make improvements: “I think it’s important to have an area where I can taste different items and also sit with other people.”
An excessive number of people
There seems to be a disproportionately large amount of people here. The aisles of your rivals are larger and farther apart than what you provide. The management of Michaels Art Supplies determined that the 1,300 locations spread around the United States and Canada needed a facelift in light of these factors.
After conducting an audit of the stores, this conclusion was made. These retail stores have an average square footage of between 18,000 and 20,000 feet and hold between 35,000 and 40,000 different stock holding units (SKUs). Michaels Art Supplies must create a new retail strategy that prioritises the needs of the target market more.
Rethinking art supply design
Before starting to build a new business, Michaels Art Supplies was require to first develop a thorough plan for the site. They did this in order to give their clients better service. As a direct result, sightlines were improve, better fixtures were discover, and chances for novel experiences were create. For instance, to make it simple for customers to attend lessons and take part in the store’s programming. The company put up a walk-in, open classroom at the front of the store. Beesley argues that “instead of merely showcasing newness and excitement at the front of the store. We’ve pumped it throughout the region” by dispersing five temporary storefronts across the store and calling them “inspiration centres.”
Different Types Of Experiences
In the areas devote to flower arrangement and in the displays that offer educational information, several experiences can be had. In each of these cases, Michaels Art Supplies decided to take back the space the object had occupied and return it to the specific customers who had originally paid for it.
General Go-To-Market Plan
Michaels Art Supplies has officially introduced a new brand platform they are calling “Made by you” as part of their entire go-to-market strategy. The corporation uses this film as a marketing tool to show how it intends to change “from a warehouse for commodities into a creative advocate for manufacturers.” According to the movie’s summary, “the store was redesign, turning it from a place to shop to a place to create.”
Live Seminars: A New Trend
In a way that Amazon could never match, Michaels’ new live seminars, how-to videos. Inspirational stories are all strengthening the role that Michaels now plays in the lives of creators. One of the components of the remodelling process was preparing Michael’s business for pandemic conditions.
Service for curbside pickup
The shop was able to keep its stores open and provide a consistent flow of arts and crafts supplies for consumers. Who were making goods at home within three weeks of starting its curbside pick-up service. Despite a large increase in the number of users of the service, this was nevertheless done.
Two months later, same-day delivery was offer as another another risk- and contact-free solution by Michaels Art Supplies. Customers had access to this choice. The company is actively working on research and development projects for self-checkout and shop-and-scan technology.
Making a Name for Oneself in the Community
Michaels is emphasising the importance of fostering community as a means of advancing the development of its retail model. For instance, the corporation created ten resource groups and called them Michaels Resource Organizations (MRGs). These groups sought to promote inclusion and diversity among the workforce.
These MRGs use terms like “you belong at this craft table” and “you’re welcome here” to convey the attitudes they wish to change. The use of these terms is then spread throughout a range of engagement activities, such as recruitment and marketing.
Significant Contribution To The Community’s Development
Through the seminars and events it puts on, Michaels is contributing significantly to the growth of the neighbourhood. This nonprofit organisation offers 25 online lessons every single week. Free “make” breaks on the first Sunday of each month, and “take-and-makes” for kids once a month. Students who are interested in enrolling can currently choose from more than 1,400 different types of online Michaels coupon.
Michael’s Creative Director
It all began with the recordings Michael’s Head of Creativity recorded in her bedroom and uploaded to the business website. Michael’s connects with the online community it has established around its brand on Instagram by using the hashtag “#makeitwithmichaels.”