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Michaels – Building community with experiences – At-scale

Michaels Stores - In Store Events

Founded in 1973, The Michaels Companies, Inc. is North America’s largest retailer of arts and crafts materials, empowering Makers of all ages to express their imaginations with skill and originality.

In fact, some might say Michaels is less a craft store and more an advocate for the Maker community. And that’s what makes Michaels so special — they are not merely a chain of supplies stores, but rather a source of knowledge, fun, and inspiration. By consistently seeking new ways to reach and engage new and long-time customers, Michaels has established a reputation as a brand for and by the creative community.

To engage their community of Makers, Michaels turned to AnyRoad to help power their Community Classroom program. The program has been a focus of the business for the past few years and has grown exponentially through in-store and online classes. To date, more than 400,000 Makers have signed up for their classes.

You can read the full case study here.

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