Jo-Ann rebrands as it integrates new tech features

Dive Brief:

Fabric and craft retailer Jo-Ann is rolling out a new marketing campaign highlighting its core business: crafters and the things they make, according to a company release. The campaign includes a video "manifesto" and a months-long new customer feature series. The campaign also includes a new logo, copy treatment and headquarters makeover.
In April, Jo-Ann announced it had acquired Creativebug for an undisclosed amount. The retailer describes Creativebug as a subscription-based online video provider that offers a variety of how-to crafting classes. The service and other new technologies are "helping Jo-Ann build a seamless, personalized experience across the business," the company said.
This summer Jo-Ann also began rolling out a new mobile app, which the retailer describes as an "industry-first tool that enables users to publish their own projects with photos, videos and even music," as well as shop for supplies, find and share project ideas, and redeem mobile coupons. A Jo-Ann spokesperson told Retail Dive in an email that the app has "millions of active users, and downloads continue to increase at a rapid pace."

Dive Insight:

Old-fashioned as sewing might seem, it and other crafting mediums have been helped along by digital technology.

To that end, Jo-Ann's Creativebug's subscription service allows crafting enthusiasts access to more than 1,000 high-definition video classes where they can learn how to paint, draw, sew, quilt, knit, crochet, throw a DIY party and more. The classes, taught by designers and artists, aim to capture the experience of learning alongside an expert.

To keep up with and connect to its tech-savvy consumers, Jo-Ann in March finished installing Wi-Fi in 850 stores, with the aim of using the in-store networks to serve ads and promotional discounts to customers who register and opt-in. Customers sign up to use the Wi-Fi by providing an email address. Information collected then gets routed through a data analytics platform from Euclid Analytics platform and is integrated with Jo-Ann's central CRM data hub, which is managed by AgilOne.

The technology provided by Euclid is helping Jo-Ann analyze customer patterns and behavior, as well as sending ads and re-targeting e-mails later on. The system can recognize when customers who have opted-in via Wi-Fi in the past are again visiting a particular store. The Wi-Fi network essentially becomes the equivalent of the sharp-eyed store associate with a good memory who recognizes recurring customers.

The retailer’s new mobile app allows users to access mobile coupons and browse weekly sales, as well as receive personalized deals, shop, create custom shopping lists, and make and find how-to photos and videos.

A spokesperson said that Jo-Ann's "digital-influenced business" has seen double-digit growth, and the company is always seeking opportunities to "enhance the omnichannel experience" for customers.