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Michaels looks to connect customer experiences cross-channel

The Michaels Companies is reaching for the cloud to personalize content, promotions and offers across all touchpoints.

Ready to deepen engagement among its tens of millions of customers, the arts-and-crafts retailer leveraged its long-time relationship with Salesforce to deliver seamless, personalized shopping experiences across all channels. Using the company’s Commerce Cloud platform, Michaels will centralize e-commerce, service and marketing onto one platform.

By deploying the platform in its call centers, Michaels customer service reps are armed with a complete view of customers in one unified desktop view, a move that will help them to solve issues faster and with greater accuracy. Meanwhile, a marketing module enables the company to create a more integrated omnichannel shopping journey.

The platform will also enable the retailer to quickly build an application network that integrates various back-office systems and customer data, enabling Michaels to quickly build new apps and omnichannel experiences. This network also enables the company to reuse existing APIs and integrations to increase development speed and agilely adapt its customer engagement strategy to keep up with the evolving retail space.

The platform’s marketing module will enable Michaels to integrate customer data across touchpoints, and use powerful data management to deliver real-time, personalized shopping experiences across email, social and digital advertising. Efforts will drive valuable engagement with shoppers at just the right moment, according to Michaels.

"We want to take the friction out of shopping and help our customers engage with us in the easiest way possible, no matter where they are in their shopping journeys," said Steve Carlotti, executive VP of marketing, The Michaels Companies. "With Salesforce Marketing Cloud, we will be able to better leverage all of the customer data we have to drive more effective audience engagement and ensure that every customer communication is timely and relevant."
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