Michaels Launches Retail Media Program

Jacqueline Barba
Digital Editor
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Specialty arts and crafts retailer Michaels has thrown its hat in the growing retail media mix through a new partnership with advertising technology company Criteo. Brands and agencies connected to Criteo's retail media platform and ecosystem can now engage Michaels' customer base with increased discovery of relevant products through non-intrusive advertising via, while driving new revenue streams for the retailer.

The Criteo partnership empowers Michaels to scale its retail media program with a suite of solutions and capabilities including sponsored products, display ads, off-site advertising and improved e-commerce economics.

Michaels' entry to retail media advertising is the latest in several digital transformation efforts to elevate its omnichannel customer experience. Since 2020, Michaels has given what it calls its “Makers” (or shoppers) greater choice and flexibility through new programs like buy online pick-up in-store (BOPIS), curbside delivery, same-day delivery and buy now pay later (BNPL) options.

"While we've been executing on our digital transformation over the past 18 months, our focus has remained on being the destination for all Makers to learn, shop and create,” said Jason Brenner, vice president, e-commerce at Michaels, in a recent news release. “Criteo's retail media platform and ecosystem will play an integral role in our efforts to deliver a best-in-class experience to our Makers by helping them discover relevant products while unlocking new revenue for Michaels to continue investing in enhancing their experience.”

For brand marketers, this partnership means access to a new audience, while agencies will be able to use Criteo's Retail Media API integrations to reallocate or adjust media plans. The Criteo Retail Media API helps partners empower brand advertisers with more choices for how to manage and optimize their retail media campaigns at top retailers, while expanding their advertising to reach high-intent shoppers in new, cookie-less channels, according to the release. Last April, Criteo expanded its Criteo Retail Media API program with new partners including Pacvue, Perpetua, Flywheel, Kenshoo and Tinuiti.

"Michaels holds a unique place with American shoppers as the leader in home decor and arts and crafts," said Sherry Smith, executive managing director, global retail media at Criteo, in the release. "Our platform and measurement capabilities now offer specialty brands the ability to reach the retailer's loyal customer base of Makers and artists." 

Criteo has continued to strengthen its retail media business over the past year with collaborations across new categories including consumer electronics and home improvement. Back in October, Lowe's unveiled One Roof Media Network, a retail media service designed in partnership with CitrusAd and Criteo to provide a portfolio of omnichannel advertising services. In addition, consumer electronics chain Best Buy recently started enabling advertisers to use Criteo’s cross-retailer, self-service platform to reach online shoppers in the U.S. and Canada. 

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