Michaels Crafts Distinct In-Store Experiences

Here’s a very interesting approach to in-store experiences: store-within-a-store for every category. I ran across work that retail brand consultancy Interbrand Design Forum did for Michaels, the arts and crafts specialty retailer. This is what the jewelry area looks like at Michaels:

The bottom line: Tune retail experiences to support user goals

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I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

3 thoughts on “Michaels Crafts Distinct In-Store Experiences”

  1. “Everything Speaks” in the service environment and this is a great picture that encapsulates this concept. Organized, appealing, colorful, inviting, bright, touchable…. all elements that would make a customer want to come into this area.

  2. Our customer experience colleagues at Staples have a whole separate team dedicated to improving the store experience. There are user researchers who go into the stores and observe customer behaviors and interactions with the store setup. These observations inform store layout and design.

    There are so many applications of this approach to the real world. The one that interests me deeply – and the one I never see being done – is in the public school classroom. So much policy development has to do with standardized test scores defining “best practices” in education, which is the quantitative lense. What I would like to see is a research project from a “customer experience” perspective: ethnographic research conducted on how students interact with the classroom, the teacher, the school building, etc. I think this would yield invaluable insights into what “works” for students, from classroom layout and design, to student/teacher interactions, to engagement with the institution. This is not that different from what is done in corporate institutions. It would yield specific information about what would work in a specific building and move us away from a cookie-cutter approach to education.

  3. Store personnel were very helpful, lnowledgeable, and courteous. Store was very well stocked and prices very competetive. Very pleasant exerience. Thank You, Carol

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