Michaels Adopts Multi-Touch Point Personalization Solution

The Michaels Companies has deployed Salesforce Marketing Cloud to personalize content, promotions and offers across multiple touch points. The new technology, together with its current instance of Salesforce Commerce Cloud and Service Cloud, will allow the arts and crafts retailer to combine its e-Commerce, service and marketing under one platform.

To deepen engagement with its tens of millions of customers, the retailer chose Marketing Cloud to deliver seamless, personalized shopping experiences across all its channels. Marketing Cloud will allow the retailer to integrate customer data across touch points and use powerful data management to deliver real-time, personalized shopping experiences across email, social and digital advertising, to drive valuable engagement with shoppers.


The Michaels Companies operates more than 1,200 stores in the U.S. and Canada under the brands Michaels and Pat Catan’s, and e-Commerce sites including,, and — all powered by Commerce Cloud.

“We want to take the friction out of shopping and help our customers engage with us in the easiest way possible, no matter where they are in their shopping journeys,” said Steve Carlotti, EVP of Marketing at The Michaels Companies, Inc. in a statement. “With Salesforce Marketing Cloud, we will be able to better leverage all of the customer data we have to drive more effective audience engagement and ensure that every customer communication is timely and relevant.”

Michaels uses Salesforce Service Cloud in its call centers to provide customer service reps with a complete view of customers in one unified desktop view, helping them to solve issues faster and with greater accuracy.

The retailer also chose Heroku and MuleSoft Anypoint Platform to build an application network that integrates various back-office systems and types of customer data. Michaels will be able to reuse existing APIs and integrations to increase development speed and adapt its customer engagement strategy to keep up with the evolving retail space.

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