Joann’s new concept store in Columbus. Credit: JOANN.

American craft and fabric retailer Joann has unveiled a concept in Columbus, Ohio, US, as part of efforts to deliver a completely reimagined store experience for its customers.

The company designed the store based on research into shopping trends and pilot programmes, which features technology, community, learning spaces, as well as new customer services.

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Joann president and CEO Jill Soltau said: “Research resoundingly showed our stores have naturally evolved to become much more than a place to buy things.

“Customers come in to find inspiration, learn from our team members and share creative experiences with others.

“That discovery, along with industry insights and DIY trends, helped us create a store like nothing else in existence. This is the most shareable and welcoming craft experience ever built.”

A Creators’ Studio in the store enables customers to take classes, host events and rent machines to work on projects.

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“Our concept store drives forward our goal to make Joann the best place to find inspiration, tools and a way to share creativity with others.”

It also includes Craft Creator touchscreen kiosk that allows customers to access personalised popular-on-Pinterest craft projects based on their preferences.

The store features a modernised Cut Bar, where customers can check-in and shop. They will be alerted through a text message when a team member is ready to cut their fabric.

Soltau added: “In this digital era, embracing creativity as a way to bring people together is more meaningful than ever before.

“Our concept store drives forward our goal to make Joann the best place to find inspiration, tools and a way to share creativity with others.”

Other features of the store include special order kiosks, live stream capabilities to share in-store classes online, a Sewing Studio with new brands and machines, among others.