Michaels Stores enlists Demandware for website, e-commerce relaunch

Irving, TX-based Michaels Stores has hired Demandware to relaunch its website and e-commerce capabilities. The service provider will add enhanced customer ratings, product reviews, a hosted social community and user-generated content to the company's site.

Michaels hired Demandware after it decided to update its web presence for immediate and future needs, according to John Rowe, VP and GM of marketing and e-commerce for the company. Demandware's first task will be to set up an e-commerce platform, although Michaels doesn't have plans for that service at this point.

“We don't have a timetable for that but we wanted to have a platform that would have flexibility when we choose to do e-commerce,” Rowe said.

Michaels selected Demandware, whose clients include Barneys New York, Columbia Sportswear and Jones Apparel Group, to revamp its website after an “informal” RFP and several months of review, he added.

“We had several come in and discuss their capabilities with us,” said Rowe. “We wanted somebody who we could rely on and outsource the web development to.”

The relaunch date is schedule for this summer, he added.

Michaels, which manages more than 1,000 stores in 49 states and Canada, does not have a direct marketing agency of record. It has, however, enlisted Targetbase to create the graphics for Michaels.com.