Case Study: Michaels Drives $63M+ in SMS Revenue with Attentive

How Michaels Drove $63M+ by Amplifying Online and In-Store Experiences With SMS

Michaels, the North American arts and crafts retail chain, needed a new owned marketing channel to reduce friction for shoppers and better connect its online and in-store experiences as its e-commerce footprint grew. Working with Attentive, Michaels set out to make shopping easier and more inspiring while expanding its digital presence and nurturing its community of makers.

Attentive helped Michaels launch a personalized SMS program using tools like segmentation, geo-targeting, A/B testing, integrations, and messaging. The retailer built a 24-day welcome journey, personalized campaigns by interests and location, and linked SMS to loyalty, classes, and store traffic. As a result, Michaels drove over $63.2 million in SMS-attributed revenue, reached 8.5 million active subscribers, grew its list by 51% year over year, and achieved a 139x ROI on its welcome journey.

Michaels

Stephanie Turner

Director, Targeted Marketing