Arts and Crafts Store JOANN Gets Digital

Connecting with today’s shopper is something that most every retailer has been evolving their approach to over the last decade. As the internet continues to expand its reach all around the world and consumers are increasingly drawn to being connected 24/7, retailers are going directly to the source as far as promotional and engagement efforts go.

The world of arts and crafts is no different in this regard. JOANN Fabric and Craft Stores has shared its new mobile app with consumers which will allow people to interact with the brand on a more convenient digital level. This step is another in the long line of helping to modernize its interactions with today’s connected consumer. Anyone who downloads the app will be able to shop, view project ideas, use mobile coupons and share how-to projects with other crafters.

Over its 74 years, JOANN has made strides over the last few years to help elevate its digital offerings. Earlier this year, Jo-Ann acquired subscription-based online video provider Creativebug for an undisclosed sum. The goal with this is to help the arts and crafts brand to have a more visual way of engaging with its customers.

Chris DiTullio, JOANN’s senior VP of marketing and omnichannel, commented on the retailer’s decision to move forward with launching an app and what it means for customers. “As shoppers’ behaviors and preferences evolve, we need to adapt the way we connect with them,” DiTullio said. “We’re committed to the long-time loyalists coming in to our stores, as well as the next generation of creators who want to shop, learn and share wherever they are. This app is so exciting because it offers something no other craft retailer does – the ability for customers to confidently share their finished projects with us, and with friends, family and one another.



The How We Shop Report, a PYMNTS collaboration with PayPal, aims to understand how consumers of all ages and incomes are shifting to shopping and paying online in the midst of the COVID-19 pandemic. Our research builds on a series of studies conducted since March, surveying more than 16,000 consumers on how their shopping habits and payments preferences are changing as the crisis continues. This report focuses on our latest survey of 2,163 respondents and examines how their increased appetite for online commerce and digital touchless methods, such as QR codes, contactless cards and digital wallets, is poised to shape the post-pandemic economy.