The Michaels Companies expanded its omnichannel offerings with a new custom framing experience. The digital-first approach for U.S. and Canadian customers includes a 3D and augmented reality (AR) frame builder for previewing and purchasing custom frames online before pieces are finished in physical stores.
The launch, which also includes more than 200 new ready-made frame styles and a curated moulding collection partnership with media giant Condé Nast’s Architectural Digest brand, marks the arts-and-crafts retailer’s latest push to blend its ecommerce and in-store experiences around a category rooted in in-person shopping.
The Michaels Companies is No. 93 in the Top 1000 Database. That database includes Digital Commerce 360’s ranking of North America’s largest online retailers.
Nicholas Bertram, president and chief operating officer at Michaels, framed the changes as a seamless step for customers.
“Framing is an art form that transforms memories and artwork into home décor, and we are making it easier and more inspiring than ever for our customers to bring their visions to life,” Bertram said. “Whether shoppers are looking for a quick, trend-forward, ready-made frame or a bespoke custom piece visualized right in their living room, we are elevating every touchpoint of the framing journey.”
Michaels displays custom framing options. | Image credit: Michaels press release
The company said customers can now use an advanced online frame builder to upload their own photos or select art from an extensive gallery, customizing everything from size and materials to matting and glazing. The framing journey will feature immersive 3D and AR capabilities, with the platform helping shoppers visualize custom pieces in real time and project them directly onto their walls by scanning a QR code with their mobile device.
The retailer also noted that the omnichannel integration allows customers to start their projects online and finish them in stores.
Why omnichannel options matter for Michaels
Kriszta Grenyo, chief operating officer at the marketing agency Suff Digital, specializes in web design, development and growth marketing. She told Digital Commerce 360 that tools like Michaels’ frame builder are allowing its website to handle pre-sales before customers walk into physical stores, opening up new opportunities to drive sales.
“The store experience can effectively begin online and do the majority of the decision-making before having to ever enter the store,” she said. “By the time the customer arrives at the physical location, they have already narrowed down their choices by exploring their product visually in their home.”
She added that Michaels’ website acts almost as a lead magnet, while qualifying the customer at the same time.
“For businesses that sell highly customizable products, they are able to use the website and store work as one conversion funnel rather than competing channels,” Grenyo explained.
AR’s role in Michaels’ new framing options
Eric Turney is owner and sales and marketing director at The Monterey Company, where he oversees ecommerce and marketing. He said AR visualization matters because it closes a confidence gap for shoppers.
“That is the hard part with made-to-order products,” Turney assessed. “A customer may like the idea of a custom frame, patch, hat, medal or other personalized item, but they hesitate because they cannot fully picture the finished product.”
Turney believes that the more a retailer can show about the final result before the order is placed, the easier it can be for the customer to move forward.
“For Michaels, the smart move is not just the 3D or AR frame builder,” he stated. “It is the online-to-store blend.”
The AR-infused framing refresh is the most recent step in an ongoing push by the retailer to harness digital tools. Earlier this year, the craft giant introduced “Ask Mike,” an artificial intelligence assistant (AI) developed by Google. And in 2025, Michaels introduced Michaels Digital Downloads, a subscription-based platform for creators to access hundreds of thousands of unlimited assets.
Do you rank in our databases?
Submit your data and we’ll see where you fit in our next ranking update.
Sign up
Stay on top of the latest developments in the online retail industry. Sign up for a complimentary subscription to Digital Commerce 360 Retail News. Follow us on LinkedIn, TikTok, X (formerly Twitter), Facebook and YouTube. Be the first to know when Digital Commerce 360 publishes news content.
FavoriteThe post Michaels launches omnichannel custom framing experience with Architectural Digest appeared first on Digital Commerce 360.
from Digital Commerce 360 https://ift.tt/yx6osPm
0 Comments