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How Michaels Transformed
Its Personalization Strategy: Unlocking Greater Loyalty & Engagement


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Michaels has always understood the value of personalization. But as the craft retailer’s reach has expanded in both the digital and brick-and-mortar worlds, its strategy has evolved. To achieve an individualized, end-to-end customer experience, Michaels turned to new technologies—and unlocked greater loyalty and engagement through personalized communication.

Hear more about high-touch personalization from Michaels’ VP of CRM, loyalty and customer marketing technology Sachin Shroff and Persado marketing VP Asma Stewart.

You’ll find out:

  • How to measure language and personalization at scale
  • A framework to drive customer loyalty at every consumer touch point
  • Strategies to stay relevant in an increasingly complex digital marketplace

Featured Speakers

Asma Stewart

Asma Stewart


Sachin Shroff

Sachin Shroff