JOANN Fabric Steps Up Its Mobile App
JOANN Fabric locations are all across the United States, and for many of those with a crafty bent looking to reupholster a chair, build a home theater, or even make a dress, JOANN is second to none. It wasn’t always a leader everywhere, particularly in terms of its mobile app. That’s changing, though, as JOANN recently showed off its new mobile app, that offers more of what we think of as standard fare in the mobile market.
With the new app, JOANN Fabrics customers can not only place orders via the system, but also take advantage of mobile coupon offers. There’s even a social component as crafters share their various how-to projects with each other. This is said to be building on an earlier move seen at JOANN where it bought Creativebug, the subscription-based online video operation.
Meanwhile, JOANN’s Chris DiTullio, senior vice president for marketing and omnichannel, noted “As shoppers’ behaviors and preferences evolve, we need to adapt the way we connect with them. We’re committed to the long-time loyalists coming into our stores, as well as the next generation of creators who want to shop, learn and share wherever they are. This app is so exciting because it offers something no other craft retailer does – the ability for customers to confidently share their finished projects with us, and with friends, family and one another.”
I’ve shopped at JOANN once or twice when I was looking to reupholster a chair, as well as when I was looking into building a home theater. It’s a very straightforward shopping experience, and one that didn’t at the time look like it had changed much from the shopping experience of 10 or even 20 years ago. That’s not always a bad thing—there’s something to be said for timelessness—but with so many new opportunities for retailers it’s irresponsible not to take advantage of these on some level.
JOANN’s stepping its game up, and given the nature of retail these days, probably not a moment too soon. With a social aspect thrown in, the potential incorporation of craft-based video, and mobile shopping all thrown in, this is a good time for JOANN to make some moves.