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How Hobbycraft Kept the United Kingdom Creative During Lockdown

Hobbycraft is the United Kingdom’s largest arts and crafts retailer with over 90 stores across the UK. They’re proud to be the first national retailer to cater to more than 250 different activities all under one roof. Hobbycraft offers everything that is needed for art, knitting and crochet, haberdashery, papercraft, wedding and parties, baking, jewelry making, and more.

Products

Loomi AI

Content Personalization

Merchandising

Personalized Search

Autonomous Search

+ 29

Searches

2.4 million

Customer base

Growth in new customers, now making up 55% of their entire customer base

Direct and organic traffic soar

By scaling content and pivoting away from paid media

Challenge

During lockdown, Hobbycraft saw the demand for jigsaws, pavement chalk, and kids’ paint had more than doubled. The searches for jigsaws had been increased by 380% and the searches for kids paint and for chalk (for decorating pavements) had been surged by 398% and 654% respectively. The high customer demand was driven by customers seeking out crafting for the first time to provide activities to fill their time.

Solution

To engage and satisfy this growing demand, Hobbycraft leveraged Bloomreach’s agentic personalization platform, Loomi AI.

Employing Loomi AI-powered marketing automation, content personalization, and ecommerce search and merchandising solutions, the team could create and edit pages on the fly with the best product placements for their goals and personalize the site and product discovery experience for each Hobbycraft customer — all without depending on IT.

With these AI-powered experiences in place, Hobbycraft successfully modified its approach to marketing, switching off all paid media whilst at the same time increasing content that has driven direct and organic traffic.

Overall, we saw 29% increase in searches to 2.4 million.

Tim MacIvor

Digital Director at Hobbycraft

Results

As a result of its new engagement strategy, the company has seen a large increase in new customers — an initiative that allowed Hobbycraft to hit the ground running during the lockdown and has continued to be the foundation of its customer experience since.

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