First Look: Michaels unveils new concept stores
The Michaels Companies has debuted an enhanced shopping experience complete with a new layout, “inspiration hubs” and an innovative checkout design.
The nation’s largest arts and crafts retailer has remodeled two Texas stores, in McKinney and Plano, giving them a new look and feel, as part of a larger strategy to re-imagine the customer (or “maker” in Michaels-speak) shopping experience.
The new design includes concrete floors, updated signage and lower fixturing that allow customers to easily view and navigate the store’s full assortment. The updated checkout system leverages advanced technology to facilitate shop-and-scan capabilities and is designed to serve as additional storage for curbside, delivery, and buy online pick up in store orders.
The redone spaces also feature “inspiration and trend” hubs in the fine art, kids, seasonal and custom framing departments. Within each hub, customers can touch and feel the products prior to purchase in new ways, such as creating their own floral arrangement on a floral table or trying out markers in the fine art hub.
In addition, the stores include dedicated square footage (called “maker space”) where customers can take classes, watch an instructor-led project on display screens in the space, or simply use the space and supplies-all free of charge.
“At Michaels, we are here for the Maker and the launch of our new concept stores is another way we are creating a more immersive and impactful experience for them,” said Ron Stoupa, senior VP of marketing, Michaels. “We are committed to testing and learning all we can around the wants and needs of our customers so we can provide the most engaging store experience.”
The McKinney location opened in March 2020, and the grand opening for the Plano store will be held on Sept. 12.
Michaels operates more than 1,270 Michaels stores in 49 states and Canada.