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When Michaels built their customer rewards program several years ago, they went into it with their opinion that not all customers are created equal. "Our best customers should get the best value from this program," says Sachin Shroff, the Vice President of Loyalty and Customer Relations Management at Michaels, a one-stop-shop for all things arts and crafts across North America with more than 1,200 stores in 49 states and Canada. "So based on that, the thought was to....

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