Will Michaels’ Arts and Crafts Camp For Kids Create Lifelong Customers?

Jun 08, 2023

Michaels is bringing again its Camp Creatology cost-free kids’ summer time craft lessons to all of its 1,290 stores this summer months.

Youngsters participating in the application can go to instructor-led courses on Monday, Wednesday and Friday at any Michaels area or on michaels.com. These not able to participate in the stay activities can accessibility lessons on-demand by means of the retailer’s site. The on-desire classes incorporate composed directions to support young crafters entire initiatives independently. Registration is not necessary for any class.

The retailer is building its courses all around kits from its Camp Creatology personal brand. Michaels, each and every 7 days involving June 19 and July 14, will introduce four new undertaking kits priced at $14.99 with themes like “Have Entertaining,” “Hello Summer time,” “One of a Kind” and “Wild A person.”

Camp Creatology campers do not need to have to invest in Michaels’ kits to participate in the courses. The retailer has posted on the net lists to allow young ones, mother and father or caregivers to use their present materials for course jobs.

“With faculties out for summer break, mother and father and guardians are looking for enjoyable and reasonably priced techniques to preserve young children each occupied and engaged through the times,”  Heather Bennett, executive vice president of internet marketing and eCommerce at Michaels, instructed RetailWire in an e-mail exchange.

“Studies have truly shown that arts and crafts can reward not only kids’ psychological well being, but in general well being and perfectly-getting in a lot of strategies, including helping them build cognitive, physical, and problem-solving capabilities as very well as making options for self-expression,” she included.

Ms. Bennett reported its Camp Creatology classes have progressed in the ten years due to the fact they very first started with the introduction of job kits that have every thing needed to participate. The chain sees its use of stay and on-demand situations as an extension of its omnichannel strategy.

Michaels, in the end, sees its courses for children and adults as element of its bigger experiential retail technique.

“We fully grasp the value of being capable to connect with our clients and develop associations,” stated Ms. Bennett. “We deliver experiences, inspiration, and education to them that’s unmatched in the arts and crafts retail room, deepening their connection to our model. When we support our buyers truly feel inspired or obtain enjoyment in the process of producing, we consider we’re providing them even a lot more of a purpose to preserve choosing Michaels for all their innovative desires.”

Dialogue Thoughts: Do applications like Michaels’ Camp Creatology direct to higher internet promoter scores and, ultimately, larger customer life time worth results? What manufacturers and vendors do the most effective job of making use of instructional content material to hook up with consumers?


“This sounds to me like the epitome of immersive and experiential retail. Love it! And I adore that Michaels can make it so quick, open and inclusive. “

“Michaels Summer time Camp is again and in more approaches than one particular due to the fact it is now obtainable on the internet and on demand as effectively as in-keep.”

“Camp Creatology is a excellent go by Michael’s. It captures the imagination of its future shoppers at an age when they are most very likely to make a lifetime impression.”