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Michaels Expands with Salesforce to Create Personalization at Every Touchpoint

Leading arts and crafts retailer is deploying Salesforce Marketing Cloud to reach customers at the right time, with the right content, promotions and offers

Adds Heroku and MuleSoft Anypoint Platform to build apps and connect back-end systems and customer data for an integrated, omnichannel experience

Retailer uses Salesforce Commerce Cloud to power its ecommerce sites and Salesforce Service Cloud to deliver fast, personalized service in its call centers

SAN FRANCISCO—November 28, 2018—Salesforce (NYSE: CRM), the global leader in CRM, today announced that The Michaels Companies, Inc.—North America’s largest specialty provider of arts, crafts, framing and more—is deploying Salesforce Marketing Cloud to engage and inspire its customers with personalized content, promotions and offers, and adding Heroku and MuleSoft Anypoint Platform to quickly build apps and create integrated, omnichannel shopping journeys. Together with its current instances of Salesforce Commerce Cloud and Service Cloud, Michaels is bringing its ecommerce, service and marketing onto one platform to create connected customer experiences across every touchpoint.

The Michaels Companies, Inc. operates more than 1,200 stores in the United States and Canada under the brands Michaels and Pat Catan’s, and ecommerce sites including,, and—all powered by Commerce Cloud. To deepen engagement with its tens of millions of customers, Michaels chose Marketing Cloud to support personalization at scale. Marketing Cloud will enable Michaels to integrate customer data across touchpoints and use powerful data management to deliver real-time, personalized shopping experiences across email, social and digital advertising to drive valuable engagement with shoppers at just the right moment.

“We want to take the friction out of shopping and help our customers engage with us in the easiest way possible, no matter where they are in their shopping journeys,” said Steve Carlotti, executive vice president of marketing, The Michaels Companies, Inc. “With Salesforce Marketing Cloud, we will be able to better leverage all of the customer data we have to drive more effective audience engagement and ensure that every customer communication is timely and relevant.”

“In order to deliver the experiences customers want, companies need to move away from mass marketing and invest in building deeper, one-to-one relationships,” said Bob Stutz, CEO of Salesforce Marketing Cloud. “As a leader in the industry, Marketing Cloud will allow Michaels to do just that with technology designed to understand customers, personalize their experience and engage them across channels.”

Michaels also chose Heroku and MuleSoft Anypoint Platform to build an application network that integrates various back-office systems and types of customer data to enable the retailer to quickly build new apps and omnichannel experiences. By building an application network with MuleSoft and leveraging Heroku for application development, Michaels is able to reuse existing APIs and integrations to increase development speed and agilely adapt its customer engagement strategy to keep up with the evolving retail space.

A long-time Salesforce customer, Michaels uses Commerce Cloud to deliver seamless, personalized shopping experiences across mobile, social, web and more. In addition, Michaels uses Service Cloud in its call centers to deliver fast, intelligent service. With Service Cloud, Michaels customer service reps are armed with a complete view of customers in one unified desktop view, helping them to solve issues faster and with greater accuracy.

About The Michaels Companies, Inc.

The Michaels Companies, Inc. is North America’s largest specialty provider of arts, crafts, framing, floral, wall décor, and seasonal merchandise for Makers and do-it-yourself home decorators. The Company owns and operates more than 1,200 stores in 49 states and Canada under the brands Michaels and Pat Catan’s. Additionally, the Company serves customers through, and The Michaels Companies, Inc., also owns Artistree, a manufacturer of high-quality custom and specialty framing merchandise, and Darice, a premier wholesale distributor in the craft, gift and decor industry. For a list of store locations or to shop online, visit or download the Michaels app.

About Salesforce

Salesforce, the global CRM leader, empowers companies of every size and industry to digitally transform and create a 360° view of their customers. For more information about Salesforce (NYSE: CRM), visit:

Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase Salesforce applications should make their purchase decisions based upon features that are currently available. Salesforce has headquarters in San Francisco, with offices in Europe and Asia, and trades on the New York Stock Exchange under the ticker symbol "CRM." For more information please visit, or call 1-800-NO-SOFTWARE.


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