CASE STUDY: A.C. Moore

A.C. Moore crafts its way into eCommerce

Business Problem:
When acmoore.com’s new CEO looked at their website in early 2007, he was less than inspired. Not only did the site not reflect the branding of A.C. Moore, a prominent arts and crafts retail chain in the Eastern U.S., but the customer couldn’t actually buy anything online. Ironically, one of A.C. Moore’s key differentiators is their extensive product catalog. With no online retail presence and over 60,000 products to offer, it was imperative for A.C. Moore to launch a successful online store that could be continuously updated to include new products and advertise both online and in-store promotions.

Solution:
Guidance’s brief was to create an online shopping experience for A.C. Moore’s customers that would remind them of being in an arts and crafts store, allowing them to browse, shop and enjoy a richer experience that is enhanced by instructional videos and a community forum. The new website’s product catalog is constantly being updated with new products added through integration with A.C. Moore’s supplier and fulfillment partner, Notions Marketing. A.C. Moore’s merchandisers can manage and align website content and promotions with offline advertising, marketing and in-store promotions.

ACMoore.com is continuously updated with new products, special promotions and instructional videos. Guidance built ACMoore.com using AspDotNetStorefront, a PCI-compliant, feature-rich eCommerce platform.

Benefits: Innovative online strategy that has generated new traffic and an overall increase in the company’s customer base Visually engaging site, slanted to the crafter, including video and community links Flexible infrastructure allows new rug lines to be added easily Completely new architecture/software platform that is PCI compliant Easy-to-use Admin tools for A.C. Moore’s merchandisers to manage the site Rich content, including rich media

Customer Profile:  With over 130 stores and 60,000 stock keeping units (SKUs) as of December 2007, A.C. Moore is the premier store for arts, crafts and floral merchandise in the Eastern United States. The first A.C. Moore store opened in Moorestown, New Jersey in 1985. Well-known for offering a wide variety of products both in-store and online, A.C. Moore serves a broad demographic of customers who seek the best selection in arts and crafts items.

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