How Michaels Sets the Standard for Peak Season Success

With the holiday season accounting for nearly 30% of annual retail sales, retailers are gearing up for their busiest period yet. The universal challenge? Balancing increased foot traffic, stocking seasonal merchandise, and delivering exceptional customer service — all without overburdening store teams.

At Michaels, the holiday spirit is palpable every day. Store aisles brim with seasonal decor and vibrant supplies, while customers buzz with creative excitement. 

"One of our main values is: you belong at this craft table," says Chris Freeman, SVP Store Operations, Custom Framing & Artistree Manufacturing. "We put people first and we're better together."

This seamless experience is no accident; it’s the result of a strategic transformation that empowered Michaels’ store teams to achieve operational excellence.

From Clunky to Connected: Overhauling Store Operations

Operations didn't always run this efficiently behind the scene. For years, Michaels struggled with fragmented and inefficient systems for managing store communication and task management. 

What was it really like? 

"The tool that we previously used — it was painstaking, is the best way to describe it," Chris says, candidly.

Store Manager Matt Tarrer recounts the day-to-day struggle with a sigh.

"I'd have to go sit down in front of a computer, and we would pull up our tasks for the day. And I would have to either print them off on a piece of paper or I would have to write them down. It was very time consuming, Matt says."

Using printed task lists and handwritten notes led to inconsistencies and inefficiencies in daily operations.

Recognizing the need for change — especially during the peak season's heightened demands — Michaels sought a solution to streamline operations and empower their employees.

"One of the biggest strategic priorities for us right now is team member engagement and really investing in how we enhance that," says Tiffany Reese, Director of Workload and Communications at Michaels.

Implementing YOOBIC's frontline employee engagement platform, which they’ve cleverly dubbed "Mik Check," marked a turning point in Michaels’ operational strategy.

Building a Unified Team with YOOBIC’s Frontline Engagement Platform

Launched in March 2023, Mik Check has become Michaels’ one-stop shop for all store-related activities, bridging the gap between corporate and frontline teams.

Gone are the days of scattered notes and fragmented communications. With Mik Check, tasks, communications, and training materials are centralized and accessible via mobile devices.

It’s not just about new technology; it’s about building and fostering a true partnership.

"Working with YOOBIC as a partner has been one of the best experiences," says Tiffany. "I don't think I've heard a 'no' yet... every step of the way we've had somebody that's been an expert and has been there to help us do exactly what we need to do."

What really sets YOOBIC apart for Chris?

"I find that the [YOOBIC] team is very innovative. The team, as far as integrating and implementation, was phenomenal," says Chris. "And I'll tell you, the last piece is listening. They take our feedback." 

Crafting Remarkable Engagement and Productivity

Mik Check enables employees to easily ask questions, share insights, and access crucial information in real-time. YOOBIC's user-friendly interface, reminiscent of familiar social media platforms, led to quick adoption among team members.

Steve Hill, District Manager, has seen an exciting leap in engagement from his stores. 

"I will tell you I had about a 30% level of engagement [before Mik Check], and we're starting to see participation rates exceeding into the 80 and 90 percentile range," Steve said.

It also fosters a more engaged and productive workforce, directly impacting customer satisfaction during the busiest times.

"We have noticed a change with the employees, the morale, and the productivity, says Matt. I've noticed more involvement. I've noticed more ownership. I'm seeing tasks being executed at a higher level."

This increased engagement has translated into tangible benefits for Michaels, including improvements in labor efficiency, sales performance, and training compliance.

Streamlining Operations for Peak Efficiency

Real-time analytics and reporting capabilities within Mik Check allow management to make data-driven decisions and swiftly address issues across the store network.

"Real life drill — in the boardroom, and I'm being asked about a particular merchandizing set," says Chris. "Within seconds I'm able to pull up the platform and take a look at execution across the entire chain and validate, whether we've gotten everybody across the finish line or where the gaps are."

"We utilize it a lot to talk about how we perform on our KPIs as a district," notes Jeff Horton, Store Manager. "It creates some competitiveness, but also some excitement."

And Matt's daily ritual no longer elicits a deep sigh.

"[Mik Check is] the first thing I look at in the morning. It's the last thing I look at before I leave because it's constantly evolving," says Matt. "We can see stuff that needs to be done in two weeks, three weeks, so we can plan ahead."

This is a big deal for peak season prep.

“It's crunch time for our stores to make sure that they have all the plans in place, that they're hiring everybody that they need," explains Tiffany. "Being able to use the functionality in Mik Check to deliver those in a better way — that's made it even easier for our team members to prepare for peak season and plan."

Fostering a Festive Community

Mik Check doesn’t just streamline tasks; it helps cultivate a culture of belonging, one of Michaels’ deeply held values.

One standout feature of Mik Check is Communities, interest-based groups in the app where employees can connect with each other — sharing ideas, tips, and support — fostering a deeper connection with co-workers and instilling a real sense of solidarity.

In the "Holiday Community," for example, team members exchange photos and stories of the festive rush, and fun in-store DIY activities they host for guests like card-making and ornament painting.

Building for Future Seasons

Michaels' digital transformation is more than an operational overhaul; it's a commitment to its people. By empowering frontline teams with Mik Check, Michaels has crafted a model for success that blends technology with human connection.

Adding to their achievements, Michaels has recently celebrated 50 years of business with a refreshed brand identity.

Retail leaders watching Michaels' journey can see the tangible benefits of investing in employee engagement and digital tools. It's a compelling example of how technology, when thoughtfully implemented, can transform a business from the inside out.

Lessons for Retailers Navigating Modern Peak Seasons

Michaels' journey offers valuable insights for retailers preparing for peak season challenges:

• Identify and Address Pain Points: Understand and streamline operational inefficiencies.
• Invest in Employee Experience: Empower and support your team to enhance performance.
• Leverage Technology: Implement platforms like YOOBIC to improve communication and operations.
• Foster a Collaborative Culture: Encourage idea-sharing to build a strong, cohesive community.
• Optimize Processes Before Peak Season: Simplify tasks to help seasonal staff adapt quickly.
• Plan Ahead with Data Insights: Use analytics to prepare for demand surges and maintain high service levels.
  
  

Wrap Up: Turning the Holiday Rush into an Opportunity

In an era where peak seasons are intensifying due to shifting consumer behaviors and increased e-commerce activity, Michaels has demonstrated that with the right approach, retailers can do more than survive the season — they can shine.

By investing in their people and embracing innovation, Michaels creates exceptional experiences for both employees and customers. As retailers navigate the complexities of the 2024 holiday rush, the question isn't just how to cope with increased demand — but how to turn it into an opportunity for outstanding performance.

Want actionable insight into Michaels' peak season process?

Join Michaels and YOOBIC at NRF 2025 on January 14, for a Big Idea Session where they'll share their playbook for conquering Peak Season.