A.C. Moore Relaunches its Digital Properties to Enhance Customers’ Omnichannel Experiences

A.C. Moore Arts and Crafts, a specialty retailer of innovative craft products and materials, recently launched a completely restructured e-commerce website featuring expedited shipping throughout the U.S. and to more than 180 countries worldwide. The redesigned ACMoore.com offers consumers a new way to discover and shop the company's craft materials, stylish home decor, and children's toys and activities. Customers can now browse by department or brand, and access detailed descriptions about products and pricing, as well as on-trend projects designed to inspire.

In conjunction with the new site, A.C. Moore also released a redesigned mobile app. The shoppable app features detailed product information and mobile-responsive coupons and promotions. The launch of e-commerce and the A.C. Moore app fully rounds out the company's omnichannel offering, providing the consumer with multiple ways to engage with the brand, whether in-store, online, or through the fully integrated mobile app.

In this interview with Anthony Piperno, president at A.C. Moore, we learn more about the brand's approach to omnichannel retailing and better serving today's digital-savvy customer.

Anthony Piperno, President, A.C. Moore

Total Retail: Why did A.C. Moore decide it was the right time to launch e-commerce?
Anthony Piperno: The launch of e-commerce has been a key strategic goal for the company. Over the past few years, we've focused our efforts on rebuilding the company and leading A.C. Moore to be a thriving force in the industry. We added 12 [store] locations in 2018 alone, during a time when most retailers are pulling back. Our goal with the new website is to expand our reach beyond the physical doors of A.C. Moore, giving the company an opportunity to reach a new generation of digitally empowered consumers.

TR: What are some of the new features of the website that you believe will most improve the customer experience?
AP: In order to provide the most complete omnichannel offering to our customers, we’ve built and taken complete ownership of the entire infrastructure, from front-end technology, to the development of innovative products, to expedited delivery of orders from our own warehousing facilities. This vertically integrated model allows us to quickly adapt, adjust and track rapidly changing consumer demand. One of the key digital features we’ve added to the website is dynamic 3-D digital photography of products. Without the ability to hold, feel and handle products in-store, we wanted to provide our customers with the most detailed look at our online catalog. Customers can now interact more closely with products and access 360-degree views of key features and details before purchasing.

TR: In addition to the relaunched website, A.C. Moore also redesigned its mobile app. What are some of the functionalities that app users will be able to experience?
AP: The fully redesigned A.C. Moore app is a shoppable companion to ACMoore.com featuring mobile-responsive coupons and promotions. One of the most important functions when developing the app was providing our customers with a consistent brand experience. Customers can now browse by department or brand, and access detailed descriptions about our products and pricing from the palm of their hand.

TR: How will the website and app be integrated with A.C. Moore's stores to provide a seamless shopping experience across channels?
AP: We want to provide the most comprehensive access to our brand no matter where a transaction originates. Customers want to be able to shop on their own terms, whether in-store, through the app, or with a quick and efficient delivery to their door. A potential customer may choose to first browse online, then head to a store to see a product in person, before completing the purchase on our mobile app. We've worked diligently to ensure the same seamless shopping experience across our entire network of physical and online touchpoints.

TR: What are the business goals and benefits that A.C. Moore believes it will see from its e-commerce site and mobile app?
AP: We're excited at the potential for our new site to increase brand awareness. We now have multiple platforms from which we can quickly and efficiently throw open the doors of A.C. Moore to millions of crafters. In addition, we can accelerate adoption of our proprietary brand of products across a completely new audience of creative consumers. Nationwide and international shipping also present a massive opportunity to reach new customers all over the world.

TR: How are you planning to market these new digital offerings to your customers and potential customers?
AP: We're constantly re-evaluating our processes and trying to come up with the most effective and efficient ways to reach and inspire consumers. We feel the best way to do that is to deliver a distinct brand experience and develop innovative products that enhance the art of crafting. By providing our customers with a rewarding and engaging experience, we hope to earn their loyalty, appreciation and consideration.