Michaels Stores selects Acxiom’s marketing solution for improved customer engagement


US-based arts and crafts retailer Michaels Stores has deployed Acxiom’s marketing solutions to deliver a more personalised customer experience.

The expanded collaboration between the firms will see Acxiom provide enhanced campaign measurement and analytics.

The solutions combine strategy, first and third-party data, and advanced analytics to provide a complete overview of Michaels’ customers across both digital and offline channels.

The Michaels Companies marketing EVP Steve Carlotti said: “We are committed to engaging with our customers when, where, and how they want, and Acxiom enables us to do just that.

“Acxiom connects our marketing and advertising ecosystem at the data layer.

“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 programmes.”

“We are committed to engaging with our customers when, where, and how they want, and Acxiom enables us to do just that."

Acxiom has noted that it designed a use-case-focused solution to enhance people-based marketing capabilities.

Acxiom marketing services division president and general manager Dennis Self said: “As an omnichannel integrator, Acxiom marketing services is uniquely positioned to help Michaels enable great customer experiences, built on ethical data use and first-in-class identity resolution solutions, by providing an integrated and complete customer view across their digital and offline channels.”

The Open Garden approach of Acxiom presents a complete view of the customer at the data layer that enables Michaels to test and manage solutions to optimise digital campaigns, direct mail, mobile and email marketing across all channels.

As of 28 January, Michaels Companies owned and operated 1,367 stores in 49 states in the US and Canada.


Image: Michaels Arts And Crafts store in Saugus, Massachusetts. Photo: courtesy of Anthony92931 via Wikipedia.