Michaels selects e-commerce platform

Woburn, Mass. Michaels Stores has selected the Demandware eCommerce Platform to re-platform its Web site and deliver seamless integration of content and community to its customers. The initial focus will be a site redesign with emphasis on branding, improved search and navigation, customer reviews and enhanced social networking capabilities.

Michaels Stores will re-launch Michaels.com using Demandware, and will focus on providing a social experience to its visitors. New features on the site will include enhanced customer ratings and product reviews. Michaels.com will also feature a hosted social community, contests and user-generated content that will help to inspire and educate online customers.

“Michaels.com will become an online destination that fosters creativity and informs purchasing decisions, which will drive online visitors back to our physical stores,” said John Rowe, general manager of strategic marketing, Michaels Stores. “Demandware provides out-of-box functionality that is scalable to our growing brand and future ecommerce needs, and will help inspire our customers with a seamless cross-channel experience.”