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.
Like countless other businesses, the COVID-19 pandemic struck the core of Michaels business. As an innovative company with a culture of putting people first, Michaels quickly deployed a creative and coordinated strategy including rapidly rolling out curbside pickup.
Because Michaels recognized the value of community, continuity of the Community Classroom experiences became a priority. This strategy centered on a pivot to online classes, delivered via AnyRoad.
The classes were well received by the Maker Community, and Michaels now offers up to 30 weekly classes. Viewership of these classes is growing between parents and kids. Over only a six-month time frame, they recorded over 400,000 sign-ups.
By staying true to the company’s roots grounded in the creative community, Michaels hasn’t just survived a global health crisis—it’s thrived. In an unprecedented operating environment, the entire organization rallied together to increase revenue 11% year over year.