Michaels Chooses Acxiom To Improve The Omnichannel Experience

The Michaels Companies Inc., an art supplies chain with over 1,200 stores and an online presence, will work with Acxiom Corp. to offer a more a more personalized omnichannel customer experience.

Acxiom will provide campaign measurement and analytics across both digital and offline channels. The arrangement is an expansion of an existing collaboration.

Email is an important part of the channel mix, an Acxiom spokesperson noted. Other key channels include direct mail, mobile and digital channels.  

The ongoing work will feature Acxiom’s Open Garden approach, resulting in a complete view of the customer, the firms said.. Acxiom brings together strategy, first- and third-party data and identity resolution based on ethical use of data, they added.

“Acxiom connects our marketing and advertising ecosystem at the data layer,” said Steve Carlotti, EVP marketing for The Michaels Companies, in a statement.

“This will help us improve our customer engagement, increase the relevance of our customer communication, and enable us to more fully measure the effectiveness of our marketing programs.”

Michaels reported 2016 net sales of $5.2 billion, a 5.8% increase over fiscal 2015. Net income increased 4.2% to $378.2 million, or 7.3% of sales.

At the end of fiscal 2016, the company ran 1,223 Michaels stores, 109 Aaron Brothers stores and 35 Pat Catan’s stores.


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