Michaels Makes "Best U.S. Retail Brands" List
Former Targetbase client partner Michaels, North America's largest arts and crafts specialty retailer, debuted on the Best U.S. Retail Brands list at number 29.
The report was released in March by global brand consultant Interbrand. It noted that Michaels—the only specialty retailer in the arts & crafts category to make the list—differentiated itself from competitors with its effective use of online and Facebook presence to interact with customers.
Targetbase's role in this success was significant. We expanded the brand's online presence by consolidating Michaels' previously fragmented Web sites into one convenient destination @ Michaels.com. We created and maintained the brand's Facebook page, which has blossomed into a community of customer-generated artwork and projects, with members sharing their experiences, ideas and tips. Targetbase also transformed Michaels.com into an inspirational hub featuring thousands of project ideas and instructions. And last, but certainly not least, Targetbase created the popular how-to webisodes starring Michaels' creative expert Jo Pearson.
"We have worked to make sure that we offer so much more than just arts & crafts products. We offer creative inspiration in stores and online through our classes, workshops, webisodes and project sheets," said Chief Marketing Officer Paula Puleo. "In 2008, we added our tagline 'Where Creativity Happens,' and everything we've done since has delivered on that promise."
In March, Michaels reported more good news via a 14 percent increase in fourth-quarter profit as annual sales hit $4 billion for the first time, with its 10 successful private-label lines, such as Celebrate It, Creatology, Bead Landing and Recollections, accounting for over one-third of that total. Moody's raised Michaels' ratings outlook to Positive from Stable, citing the company's improving credit metrics and progress in debt reduction.
The company continues expanding its reach with more than 35–40 new stores (including relocations) planned for 2011 in the U.S. and Canada.
