Crafting a Compelling Omnichannel Strategy with guest Richard Armour, SVP eCommerce for Michaels Stores

Richard Armour is a deeply experienced omni-channel retail executive having cut his teeth at Travelocity and Gamestop. Now he is helping drive the digital transformation for Michaels Stores, one of North America's largest provider of arts, crafts, framing, and more for makers and do-it-yourself home decorators. We dig deep into the evolution of e-commerce, how the blurring of the lines between digital and physical makes everything harder and how Michael's has been able to accelerate its transformation. We also unpack Richard's provocative statement that "everything is table stakes now" and lean how Michael's plans to build on their momentum going forward by maintaining a "test and learn" culture.