Michaels Launches New Loyalty Program To Drive Holiday Buzz

During July, retailers typically begin to strategize their holiday marketing initiatives and overall goals. Michaels, however, already is encouraging holiday cheer and planning with a new digital loyalty campaign, executed by ePrize, a multi-channel campaign and engagement solution provider.

Through its “Make Your Joy” campaign, Michaels incentivizes consumers to interact with holiday-themed products and tutorials via a unique microsite and mobile optimized site. Tailoring messages and rewards to Michaels’ target audience of craft and holiday enthusiasts, the program was designed to allow shoppers to create and manage holiday to-do lists. Additionally, consumers can sync their calendars to in-store events, view and share holiday crafting projects, and receive rewards for every action they complete.

By combining interactive promotions across mobile, social media and web-based tools, the “Make Your Joy” campaign rewards consumers for interacting with brand content. Additionally, rewards and prizes are categorized in tiers; the more time shoppers spend on the site, the greater chance they have of winning. Prizes include Michaels gift cards, home cleaning services, complimentary salon services, and a grand prize trip to Mexico. 

“The holiday retail season is becoming integrated and competitive across brick-and-mortar stores, e-Commerce sites and mobile channels,” said Matt Wise, CEO of ePrize. “Brands are trying to get ahead and connect with potential customers earlier than ever before, and this campaign is a great example of how building loyalty can be innovative and fully-integrated into a company’s overall marketing initiatives.”


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