In today’s retail landscape, customer loyalty is built through meaningful experiences that keep customers coming back. In this fireside chat, Heather Bennett, President & Chief Customer Officer at Michaels, explores how the brand is evolving from a traditional arts & crafts retailer into an omnichannel destination for creativity and celebration. From rethinking loyalty to reimagining the in-store experience, Michaels is redesigning the customer journey to drive deeper engagement and long-term connection across every touchpoint.

• Refreshed its loyalty program to deliver meaningful value that drives repeat customers
• Expanded product assortments and new store-in-store concepts to drive traffic and cater to both new and existing audiences
• Unveiled a new modern and experiential store format that offers more reasons to visit, explore, and shop time and again