Arts and crafts brand’s mobile app supports new brand message

Jo-Ann Fabric and Craft Stores is changing the way it connects with shoppers.



Coinciding with efforts to “modernize” its brand, the arts and crafts retailer is adopting mobile technology as a means of fostering collaboration and enhancing the shopping experience. Jo-Ann’s new mobile app will enable users to shop for supplies, find project ideas, redeem mobile coupons, and find and share project “How-To’s.”



The app comes on the heels of the retailer’s recent acquisition of Creativebug, a subscription-based online video provider that offers a wide range of how-to crafting classes. Both technology additions will contribute to building a seamless, personalized experience, according to Jo-Ann.



Both initiatives support the 75-year-old retailer’s brand revitalization. These new tools and channels will enforce a consistent brand message, drive customer-centricity and give customers a new way to share their passion for crafting.



“As shoppers’ behaviors and preferences evolve, we need to adapt the way we connect with them,” said Chris DiTullio, senior VP, marketing and omnichannel at Jo-Ann.



“We’re committed to the long-time loyalists coming in to our stores, as well as the next generation of creators who want to shop, learn and share wherever they are,” DiTullio added. “This app is so exciting because it offers something no other craft retailer does — the ability for customers to confidently share their finished projects with us, and with friends, family, and one another.”