Michaels has introduced a new online tool that lets customers build custom frames before buying them, the retailer announced Tuesday.
The online frame builder uses 3D and augmented reality technology to let shoppers customize their selections. Users can adjust the size, materials, glazing, and matting of the frames. After scanning a QR code with a mobile device, customers can project their creations onto their walls to see how they look in real life.
Shoppers can then finish their projects in-store using the physical mouldings.
The new tool arrives alongside a collaboration with Architectural Digest. The partnership launched with a collection of five mouldings, though the company plans to expand that number to 15 options available in stores and online.
Heather Bennett, president and chief customer officer at Michaels, said the company is trying to meet customers wherever they are.
“Our expanded framing assortment and innovative digital tools reflect our commitment to meeting our customers however and wherever they create,” Bennett said in a statement.
By blending a refreshed in-store experience with immersive 3D and AR visualization online, the company hopes shoppers will feel more confident about their purchases.
Michaels is not just updating its frame selection. The company is also integrating artificial intelligence into its shopping experience. Last month, the retailer launched an AI shopping assistant called Ask Mike. That tool uses Google’s AI infrastructure to offer personalized product recommendations based on customer queries.
On the physical side, Michaels is reshaping its inventory and in-store offerings. In May, the company said it would increase its party product assortment by 60% this year. This includes products featuring popular characters like Hello Kitty, Stitch, and Bluey.
This month, the retailer opened a third experiential store in Rogers, Arkansas. The concept locations in Irving, Texas, and Easton, Ohio, offer services such as embroidery, engraving, and made-to-order stickers.
The addition of AR capabilities helps customers visualize the final product within their own homes. This technology aims to reduce the uncertainty often associated with purchasing decorative items online.
Bennett emphasized that this technology empowers users to explore different styles without the pressure of immediate commitment. The goal is to provide a seamless transition between digital planning and physical creation.
Nike to shut down local concept stores highlights the volatility of physical retail spaces. Michaels seeks stability by offering services that cannot be easily replicated by online-only competitors.
The collaboration with Architectural Digest complements a broader refresh of the retailer’s frame assortment, which includes more than 200 new styles ranging from modern and bohemian to classic and romantic.
