Dive Brief:
- Michaels has debuted an online frame builder tool, the retailer said in a press release Tuesday.
- The tool uses 3D and augmented reality technology to create and preview art and photo frames based on criteria such as size, materials, glazing and matting. After customers scan a QR code with their mobile device, they can project the frames they create onto their walls and later finish their projects in stores.
- The retailer also partnered with Architectural Digest to launch a collection of mouldings. To start, the collection features five mouldings, but the retailer plans to offer 15 options online and in stores, per the announcement.
Dive Insight:
Michaels’ frame builder tool and Architectural Digest partnership are part of the retailer’s broader effort to refresh its frame assortment.
Alongside the new frame collection with Architectural Digest, the retailer is also debuting more than 200 new frames, ranging in style from modern and bohemian to classic and romantic, per the press release. The company previously expanded its framing services by introducing a 10-minute framing service and offering same-day larger-format fine art prints, according to a separate announcement.
“Our expanded framing assortment and innovative digital tools reflect our commitment to meeting our customers however and wherever they create," Heather Bennett, president and chief customer officer at Michaels, said in a statement. “By seamlessly blending a refreshed, style-forward in-store experience with immersive 3D and AR visualization online, we are empowering shoppers to bring their visions to life with absolute confidence.”
Beyond expanding its frame selection, Michaels is deploying artificial intelligence to guide shoppers through its inventory. Last month, the crafts retailer unveiled an AI shopping assistant, named Ask Mike, which uses Google’s AI infrastructure to provide personalized product recommendations based on customers’ queries.
In addition to Michaels’ digital updates, the craft retailer is reshaping its assortment and enhancing its in-store experience. In May, the company said it would increase its party product assortment this year by 60%, rolling out products featuring characters like Hello Kitty, Stitch and Bluey.
This month, Michaels opened a third location of its experiential store concept in Rogers, Arkansas, where shoppers can access services like embroidery, engraving, made-to-order sticker options and framing. The retailer opened the previous two locations in Irving, Texas, and Easton, Ohio.
