JOANN Crafts New Program For Customers Who ‘Think Big’

JOANN, the craft and fabric chain with more than 865 stores in 49 states and an e-Commerce business, has launched a multifaceted program called JOANN+ for high-volume customers, including businesses, nonprofit and community organizations, and entrepreneurs. The tagline for the program is “Think Big.”

Components of the no-fee program include:

  • Bulk pricing on every product;
  • Rebates of $25 for the first $500 spent by members and 5% on every following purchase;
  • Flexible payment and financing plans;
  • Dedicated customer service and help with sourcing for special orders; and
  • Direct shipping tailored to the customer’s preferences.

JOANN is launching the program while the Maker Movement (a term used to describe a tech-influenced DIY community) is becoming an economic force, adding more than $29 billion to the economy, according to Maker Media.


“We’re constantly looking for ways to improve the experience for our customers, and those who make at scale have unique needs,” said Steve Miller, SVP of Marketing and E-Commerce at JOANN in an interview with Retail TouchPoints. “Add these businesses and organizations to an exploding digital marketplace where individuals can start their own businesses easier than ever, and we see a big opportunity to serve all in a better way.”

The retailer has not ascertained the exact percent of its shoppers that are operating commercially, JOANN Corporate Communications Manager Amanda Hayes told Retail TouchPoints. However, “industry research shows that roughly 15% of people who shop at specialty retailers either buy for a company or organization, or make to sell,” she said. “Our customer base is likely to reflect that.”

Small Businesses, Entrepreneurs Benefit From JOANN+

Many businesses are already buying from JOANN regularly, including Slick Woody’s Cornhole Co. “We produced and sold more than 100,000 beanbags in 2017, and JOANN is by far the most reliable source for the many cloth colors we need,” said Ron Reolfi, CFO of Slick Woody’s in a statement. “The JOANN+ program shows this is a retailer that’s committed to finding new ways to satisfy customers like us.”

Artist-Entrepreneur Kaedra Herink, Proprietor of Enchanted Sea Studio, observed that JOANN+ will help her be more efficient. “JOANN is a one-stop shop for me,” she said in a statement. “I can then create things faster or more economically and pass those savings on to my customers.”

Non-profits also stand to benefit from the program. Project Linus, a 501c3 organization, provides homemade blankets to children who are seriously ill or in need; the products are handmade by a force of volunteer “blanketeers” from all over the U.S. “JOANN+ will stretch how we can use our donation money and enable us to purchase two or three times the amount of supplies,” said Patty Gregory, National President of Project Linus in a statement.

JOANN has recently launched partnerships with organizations including Girl Scouts of the USA and the National 4-H Council.

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