Michaels Holiday

Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.

Michaels Stores, the arts and crafts retailer, launched an online holiday planning tool this past July designed to take the stress out of holiday gift-giving for users as well as reward them and get them more engaged with the brand. The loyalty campaign, dubbed "Make Your Joy," was designed and executed using a multichannel promotion and loyalty platform from ePrize and will last through the holiday season.

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