Case Study: Michaels scales experiential marketing with AnyRoad

Michaels - Customer Case Study

Michaels, North America’s largest arts and crafts retailer, wanted to turn its in-store Community Classroom program into a scalable, multichannel experience while reducing store workload and capturing better customer and instructor data. To do that, Michaels partnered with AnyRoad and used products including AnyRoad Atlas, AnyRoad Experience Manager, and AnyRoad AtHome.

AnyRoad helped Michaels launch a data-driven omnichannel community program with better registration, instructor self-service, online scheduling, and virtual classes. The result was a major operational lift, saving up to 500 hours of work per month, increasing average spend per booking by 30%, maintaining an NPS above 70, and scaling the program to 20,000 experiences per year.

Michaels

Jen Harness

Director of Marketing, Content, and Experience