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02/24/2022

Michaels connects advertisers to customers

Dan Berthiaume
Senior Editor, Technology
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Michaels is partnering with Criteo on a new third-party ad network.

A leading arts and crafts retailer in North America is opening its customer base to targeted third-party ads.

The Michaels Companies Inc. is partnering with the retail media technology and service provider Criteo to enable brands and agencies participating in Criteo's retail media platform and ecosystem to engage its customer base. Michaels intends to offer third-party advertisers increased discovery of relevant products through non-intrusive advertising, while also driving new revenue streams for itself. The partnership includes sponsored products, as well as display and off-site advertising.

Michaels’ entry into retail media advertising is the latest in a number of digital transformation efforts it has launched in the past 18 months. These include buy online pick-up in-store (BOPIS), curbside delivery, same-day delivery, and Buy Now Pay Later (BNPL) options.

Numerous other retailers have been developing omnichannel advertising platforms to more directly connect brands with their customers. In November 2021, Albertsons Companies Inc. launched Albertsons Media Collective, a retail media network developed in partnership with CitrusAd and Merkle that is designed to deliver digitally native, shopper-centric, branded content to its shoppers.

In October, home improvement giant Lowe's unveiled One Roof Media Network, a retail media service designed in partnership with retail media technology and service providers CitrusAd and Criteo to provide a portfolio of omnichannel advertising services. The platform includes data-driven insights integrated with analysis of consumer behaviors and home category trends, as well as customized advertising products.  

In addition, consumer electronics chain Best Buy recently started enabling advertisers to use Criteo’s cross-retailer, self-service platform to reach online shoppers in the U.S. and Canada. And Walmart recently rolled out a demand-side platform for suppliers and their media and ad agencies in time for the 2021 holiday season.

Meanwhile, Target launched its Roundel ad network in 2019 as a tool for CPG brands to create personalized digital ad campaigns aimed at Target customers. At least four other big-name retailers have launched similar digital third-party ad networks in the past year: Family DollarWalgreensKroger, and CVS.

“For nearly 50 years, makers have trusted Michaels to provide the highest-quality arts and crafts supplies at a great value,” said Jason Brenner, VP, e-commerce at Michaels. “While we’ve been executing on our digital transformation over the past 18 months, our focus has remained on being the destination for all makers to learn, shop and create. Criteo’s retail media platform and ecosystem will play an integral role in our efforts to deliver a best-in-class experience to our makers by helping them discover relevant products while unlocking new revenue for Michaels to continue investing in enhancing their experience.”

“Michaels holds a unique place with American shoppers as the leader in home décor and arts and crafts,” said Sherry Smith, executive managing director, global retail media at Criteo. “Our platform and measurement capabilities now offer specialty brands the ability to reach the retailer’s loyal customer base of Makers and artists.”