Stephanie Weber
Experience Designer

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 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

We benchmarked ourselves against other omni-channel retailers:

Iteration

We focused on a few key user journeys

  1. New acquisition

    Goal: Convert guest user into a Rewards Member