Michaels Combines E-Commerce, Service and Marketing

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Michaels Combines E-Commerce, Service and Marketing

Michaels is bringing its e-commerce, service and marketing onto one platform

The Michaels Companies, is bringing its e-commerce, service and marketing onto one platform to create connected customer experiences across every touchpoint.

The nation’s largest specialty provider of arts, crafts, framing and more is deploying Salesforce Marketing Cloud to engage and inspire its customers with personalized content, promotions and offers. In addition, Michaels is adding Heroku and MuleSoft Anypoint Platform to quickly build apps and create integrated, omnichannel shopping journeys. These new technologies combined with its current instances of Salesforce Commerce Cloud and Service Cloud, allows the retailer to combine its e-commerce, service and marketing into one cohesive platform.

"We want to take the friction out of shopping and help our customers engage with us in the easiest way possible, no matter where they are in their shopping journeys," said Steve Carlotti, executive vice president of marketing, The Michaels Companies. "With Salesforce Marketing Cloud, we will be able to better leverage all of the customer data we have to drive more effective audience engagement and ensure that every customer communication is timely and relevant."

Michaels operates more than 1,200 stores in the United States and Canada under the brands Michaels and Pat Catan's, and e-commerce sites including Michaels.com, MichaelsWeddings.com, AaronBrothers.com and MichaelsKids.com—all powered by Commerce Cloud.

"In order to deliver the experiences customers want, companies need to move away from mass marketing and invest in building deeper, one-to-one relationships," said Bob Stutz, CEO of Salesforce Marketing Cloud. "Marketing Cloud will allow Michaels to do just that with technology designed to understand customers, personalize their experience and engage them across channels."

Michaels also chose Heroku and MuleSoft Anypoint Platform to build an application network that integrates various back-office systems and types of customer data to enable the retailer to quickly build new apps and omnichannel experiences. By building an application network with MuleSoft and leveraging Heroku for application development, Michaels is able to reuse existing APIs and integrations to increase development speed and agilely adapt its customer engagement strategy to keep up with the evolving retail space.