#184 How Michaels rapidly responded to increased and changing consumer demand from COVID-19
Retail Gets Real · with Steve Woodward · September 1, 2020 · 30 min
Summary
Michaels rapidly adapted to the surge in demand for at-home hobbies during COVID-19 by launching curbside pickup, same-day delivery, and expanding digital how-to content. This episode highlights how retailers can quickly innovate their operations and digital experience to meet evolving consumer needs and capitalize on unexpected market shifts, emphasizing the crucial role of agility in retail strategies.
Key takeaways
Implement rapid operational changes like curbside pickup and same-day delivery to address sudden shifts in consumer behavior.
Expand digital content offerings (e.g., how-to guides) to support new consumer interests and at-home engagement.
Prioritize digital experience innovation to maintain customer accessibility and convenience during disruptive periods.
Leverage crisis situations as an opportunity to accelerate digital transformation and omnichannel strategies.
Continuously monitor and adapt to changing consumer mindsets to ensure business relevance and growth.
While looking to entertain themselves in quarantine, many consumers have taken up new hobbies. A go-to place for creative hobbies is Michaels Stores, an arts and crafts retailer specializing in all types of supplies for creative endeavors. At the onset of the pandemic, Michael's responded by launching new programs like curbside pickup and same-day delivery, as well as expanding how-to content on their website as customers were scrambling to entertain kids (and themselves). Steve Woodward, Senior Director of Digital Experience at Michaels, joins us to share how the retailer is innovating to accommodate the consumer since the onset of the coronavirus. Learn more at retailgetsreal.com.
