Hobbycraft is a UK-based arts and crafts retailer—think the A.C. Moore or Michael's of across the pond. With over 95 retail stores and a strong online presence, Hobbycraft has made itself a destination for all things arts, crafts, making, and baking. Last year, the company had a record-breaking Black Friday and raked in nearly $1.3 million in online sales.
We sat down with Jennifer North, Head of Digital Experience at Hobbycraft, to learn how her team was able to improve their digital experience ahead of the holidays and, ultimately, drive sales. Here's what she had to share: