Michaels is expanding a new store format that tests experiential, interactive elements in select locations, according to reporting from multiple outlets. The effort includes three “experiential” stores that use interactive features designed to shape how customers engage with products and services.
The stores are also tied to Michaels’ rewards program, with outlets describing a major benefit for reward members as part of the new approach. Both sources frame the changes as a trial rather than a permanent rollout. Michaels is assessing whether these interactive components can be scaled beyond the pilot sites.
Context-wise, Michaels operates nearly 1,300 locations across North America, and the testing is positioned as a potential step toward broader adoption if results are positive. While the outlets agree on the existence of the pilot and its goals, the emphasis differs slightly: one focuses more on the specific rewards-member perk, while the other highlights the interactive/experiential nature of the store format and the possibility of expanding it across more locations.
