Case Study: Michaels drives higher retail media performance with Criteo

An optimized retail media strategy for American Crafts led to success on Michaels.com

Michaels worked with American Crafts, an arts and crafts brand, to improve sales on Michaels.com and boost return on ad spend. Using Criteo’s Retail Media Platform, the challenge was to reach Michaels shoppers more effectively and drive stronger performance for American Crafts’ products.

Criteo optimized the campaign with Michaels and American Crafts through weekly bid, page-type, and SKU-level adjustments based on live performance. As a result, the campaign delivered +20% incremental spend growth during the flight, $44K+ in sales, 95M+ impressions, and ROAS that was 30% above the category benchmark, with ROAS improving from 14x to 24x.

Michaels