JOANN will be so much more than a place to purchase. It will be an experience in its own right. By offering consumers a utility beyond product-for-sale, we can simultaneously drive foot traffic and build brand equity with new and existing customers.
To be memorable, the JOANN retail experience must go beyond the simple sale of goods. We are most valuable to the consumer when we provide them the necessary tools pursue their passion, and teach them the skills to do it better.
The sales associate is the face of our brand. We need her to be a familiar, friendly guide, who shares a passion for handmade.
The fabrics, buttons, tools, and machines - the Jo Ann inventory - are in service to inspiration, not the inspiration itself. Focus on the inspiring end result to reveal the possibilities in all of our products.
We want to inspire our customer by bringing the best of online in-store, and vice versa. We will achieve this through innovative Etsy partnerships and relevant social engagement.