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COMPANY

Hobbycraft is the UK’s leading art and craft retailer and the first national retailer to cater for more than 250 different activities all under one roof.

INDUSTRY

B2C Commerce

PRODUCT

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INTRO

Hobbycraft is UK's largest arts and crafts retailer and has over 90 stores across the UK. Hobbycraft offers everything that is needed for art, knitting and crochet, haberdashery, papercraft, wedding and party, baking, jewellery making and more.

In the weeks following the UK lockdown, 

  • Hobbycraft has provided the crafting materials to support both local community initiatives and those wanting to support NHS and other key worker groups.
     
  • Hobbycraft sees huge increase in customers searching for crafting ideas since lockdown.
     
  • Hobbycraft’s distribution centre has been completely redesigned first and foremost to ensure its colleagues can operate in safe conditions and then to meet any increases in demand.

 

The rise of the home crafter

Hobbycraft saw the demand for jigsaws, chalk for pavement decorating and kids paint has more than doubled. The searches for jigsaws have been increased by +380% and the searches for kids paint and for chalk (for decorating pavements) have been surged by +398% and +654% each. 
 

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

Tim MacIvor, Digital Director at Hobbycraft

A huge increase in brand new customers

The high customer demand has been driven by customers seeking out crafting for the first time and to provide activities to fill time. They have modified their approach to marketing, switching off all paid media whilst at the same time increasing content that has driven direct and organic traffic.

As a result of this new engagement strategy the company has seen an increase in new customers.

 

Redesigning distribution center to keep serving customers safely

Hobbycraft’s distribution center has been completely redesigned first and foremost to ensure its colleagues can operate in safe conditions and then to cater for increased demand in an online order.

They have reengineered the entire distribution operation to make sure that colleagues are able to work in a safe and secure environment, observing social distancing, doubling the number of packing benches and modifying delivery propositions to support colleague and customer experiences.

 

Giving back to community and supporting the NHS

Hobbycraft are hosting a daily kids craft club for crafting challenges, project inspiration, tips and tutorials to keep both parents and children entertained and busy.

Hobbycraft have supported an increase in customers asking for crafting material donations to make essentials for NHS workers.

 

Hobbycraft’s Favourite Features

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Search

Bloomreach Search is the industry-leading, AI-powered site search to drive revenue. Exceptional search, browse & product discovery, where every search query is optimized for revenue and AI/ML-automated personalization is applied to reduce costs and workload.

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Content Management

Edit and preview content without leaving the page with preview that includes text, visuals and products inserted on the page. Launch, manage and customize campaign specific landing pages and microsites at top speed without depending on IT.

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Personalization

Personalize how you rank products for each visitor. Bloomreach can understand user preferences on a one-to-one basis and reorders products based on user preferences.

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Merchandising

Bloomreach's AI-powered technology works in tandem with merchandisers to help them be more data-driven and impactful. Quickly learn which products are under-performing, personalize how products are displayed by segment, and boost, bury or lock-in-place products to tell a visual story.