Michaels Crafts Distinct In-Store Experiences

Here’s a very interesting approach to in-store experiences: store-within-a-store for every category. I ran across work that retail brand consultancy Interbrand Design Forum did for Michaels, the arts and crafts specialty retailer. This is what the jewelry area looks like at Michaels:

The bottom line: Tune retail experiences to support user goals

About Bruce Temkin, CCXP
I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about these topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

3 Responses to Michaels Crafts Distinct In-Store Experiences

  1. “Everything Speaks” in the service environment and this is a great picture that encapsulates this concept. Organized, appealing, colorful, inviting, bright, touchable…. all elements that would make a customer want to come into this area.

  2. Jennifer says:

    Our customer experience colleagues at Staples have a whole separate team dedicated to improving the store experience. There are user researchers who go into the stores and observe customer behaviors and interactions with the store setup. These observations inform store layout and design.

    There are so many applications of this approach to the real world. The one that interests me deeply – and the one I never see being done – is in the public school classroom. So much policy development has to do with standardized test scores defining “best practices” in education, which is the quantitative lense. What I would like to see is a research project from a “customer experience” perspective: ethnographic research conducted on how students interact with the classroom, the teacher, the school building, etc. I think this would yield invaluable insights into what “works” for students, from classroom layout and design, to student/teacher interactions, to engagement with the institution. This is not that different from what is done in corporate institutions. It would yield specific information about what would work in a specific building and move us away from a cookie-cutter approach to education.

  3. Carol Desrosiers says:

    Store personnel were very helpful, lnowledgeable, and courteous. Store was very well stocked and prices very competetive. Very pleasant exerience. Thank You, Carol

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