Michaels has introduced an innovative 3D digital frame builder, enabling customers to design and preview frames using augmented reality technology. Launched on Tuesday, this online tool allows users to customise frames by selecting various size, material, glazing, and matting options. Shoppers can use their mobile devices to scan a QR code, projecting their personalised designs onto home walls, and then complete their purchases in-store.
Expanding Frame Options with New Collaborations
To complement the digital tool, Michaels has teamed up with Architectural Digest to unveil a new moulding collection. Initially featuring five designs, the retailer aims to offer a total of 15 styles both online and in-store soon. This initiative is a part of Michaels’ strategy to revitalise its frame collection.
Broader Assortment and Technological Integration
Beyond mouldings, Michaels is also launching over 200 new frames in diverse styles such as modern, bohemian, classic, and romantic. This expansion builds on previous innovations like a 10-minute framing service and same-day large-format art prints. Heather Bennett, Michaels’ president and chief customer officer, emphasised their commitment to aligning with customers’ preferences through a blend of immersive 3D, AR, and fresh in-store experiences.
In addition to these framing initiatives, Michaels is enhancing its digital presence with the AI shopping assistant “Ask Mike.” Using Google’s AI technology, this tool helps users receive tailored product suggestions based on specific queries.
Enriched In-Store Experience and Product Range
Alongside its technological upgrades, Michaels is broadening its in-store offerings. The company announced an expansion in party goods by 60%, featuring popular characters like Hello Kitty, Stitch, and Bluey. Further, they have launched a third experiential store in Rogers, Arkansas, equipped with services such as embroidery, engraving, and custom sticker and framing options. This concept has previously been rolled out in Irving, Texas, and Easton, Ohio.
Reporting based on coverage first published by retaildive.com.