Stephanie Weber
Experience Designer
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Rewards & Savings Initiative

Stephanie Weber

Rewards & Savings Initiative

Michaels loyalty program is designed to build a deeper connection with our customers, turning one-time buyers into lifelong Michaels brand advocates. By offering rewards, personalized experiences, and exclusive perks, we can enhance customer engagement, retention, and ultimately increase revenue.

Problem

90% of our Rewards Members are in-store shoppers. However, the 6% of rewards customers who shop in-store and online have a 207% higher spend rate than our in-store shoppers. Our current ecosystem is fragmented for customers so they’re discouraged from shopping online and in-store.

Solution

Create an experience that converts in-store only Rewards Members to be digitally engaged multi-channel members​

Discovery

We audited our existing Rewards journey and becnhmarked ourselves against other omni-channel retailers and came to the following insights:

  1. We do not represent Michaels Rewards cohesively across touchpoints

  2. We do not nudge our in-store shoppers online and vice versa

Iteration

We focused on a few key user journeys

  1. New acquisition

    Goal: Convert guest user into a Rewards Member

  2. Existing rewards member
    Goal: Keep them engaged enough to upgrade their status

Final Solution

We came out of the design iteration phase with countless enhancements, however the shining stars in this initiative were

  1. Redesigned self checkout experience

  2. Single stop shop for Savings aka Savings Landing Page

  3. Michaels Wallet - still in discovery