Knowledge, it has been said, is power. Sharing knowledge, if you're a retailer, can be a powerful way to connect with consumers and ultimately drive sales. No chain is more aware of this connection than Michaels, the largest arts and crafts retailer in North America. Yesterday, the chain announced the launch of online arts and crafts classes through an exclusive deal with Creativebug, a premium provider of DIY content.
The Creativebug content on Michaels is available for free for a limited period of time and covers a wide variety of topics. Video classes running through March 14 include paper crafts for weddings, baking a naked chocolate layered cake, art journals, making a beret, a beginning class on painting with watercolors, calligraphy and more.
![[Image: Michaels and Creativebug]](/public/images/discussions/18148/creativebug-still.jpg)
"Creativebug offers Michaels customers classes that capture the spirit of in-person teaching, so they feel like they are learning alongside their instructor, but at their own pace," said Steve Carlotti, executive vice president - marketing at Michaels. "The partnership with Creativebug provides a tremendous resource for our customers who are interested in making a project but are looking for step-by-step instruction and encouragement to make it a reality."
The new video program dovetails nicely with the retailer's educational mission, according to Mr. Carlotti.
"As North America's largest arts and crafts retailer, with a website that receives millions of visitors each month, we are the most accessible resource for craft instruction and education," he told RetailWire. "We provide customers with in-store as well as online classes that offer the encouragement and instruction they need to finish a project. Our educational program is continually updated to remain relevant for today's modern crafter, ranging from simple, three-step projects to more complex crafts."
In addition to the free videos offered through Michaels, customers who sign up by March 22 will receive a free two-month trial subscription to the hundreds of videos classes available through Creativebug.com. Michaels customers who subscribe to Creativebug also get a 25 percent off coupon for all regular price purchases in the chain's stores or on Michaels.com through March 25.