Michaels Expands Delivery Options by Partnering with DoorDash and Uber Eats

To maximize reach, the best approach is a coordinated delivery integration with DoorDash a Uber Eats that covers urban and suburban markets, meeting audiences where they shop for online crafts and home supplies.

In april Michaels started a pilot across 120 stores in 24 markets, testing order flow, fulfillment accuracy, and customer reactions to platform delivery. Within two weeks, orders placed via these platforms accounted for 28% of online orders in pilot regions, confirming demand for extended delivery options.

Benefits for retailers themselves include higher order values, improved customer retention, and access to DoorDash and Uber Eats’ ecosystem of shoppers. The collaboration reduces delivery friction, enabling more customers to complete orders without leaving home, often lifting basket sizes and widening audiences reach.

Time to delivery improvements matter: aim for 30-45 minutes in dense markets and extend to 60 minutes in others. This pace boosts online order completion and reduces cart abandonment, while keeping product integrity for crafts and supplies.

In an instance in april, a flagship store in Dallas saw a 34% lift in online orders and a 12% rise in average basket size after adding DoorDash and Uber Eats delivery, validating the model’s potential for other locations.

This approach aligns with current industry trends toward on-demand delivery and innovations in last-mile logistics, helping Michaels stay competitive against online-only retailers while giving retailers themselves more control over their delivery narrative. They can tailor offers to audiences by region and craft category, and more data helps refine assortments.

To scale effectively, implement a phased rollout by region, set clear KPIs (delivery time, order value, repeat orders), and build a cross-functional tím that includes store operations, merchandising for crafts, and customer service to handle platform-specific inquiries.

In summary, joining DoorDash and Uber Eats enhances Michaels’ online delivery options, strengthens the ecosystem, and delivers measurable benefits for stores and customers alike. With a measured rollout, Michaels can capture more orders, broaden its audiences, and accelerate innovations in its delivery time frame across the industry.

Michaels Delivery Strategy Overview

thats the recommended move: embrace rapid delivery through partnerships with DoorDash and Uber Eats to expand options for customers within existing stores and to accelerate growth in key markets, strengthening Michaels against competition.

To execute, align three core levers: источник for delivery performance, clear service-level agreements with partnerships, and a store network that supports rapid dispatch in peak hours to satisfy consumers and keep orders moving.

april data from pilots across 12 stores indicates faster fulfillment and higher order conversion on partner platforms. Use this momentum to scale to 25 markets in the next quarter and push the share of orders fulfilled via delivery partners toward the 40% target.

Bennett leads cross-functional work to track snapebt metrics and set the source of truth for delivery performance, ensuring both stores and partners stay aligned. We will negotiate terms that protect margins while expanding coverage, focusing on within-market expansion and avoiding service gaps.

For customers and consumers, the strategy focuses on transparent pricing, flexible options (delivery, curbside, and in-store pickup for online orders), and regular updates to reduce friction. Rapidly expanding delivery reach should boost store visits and online engagement, helping Michaels grow market share and respond to customer demand as competition intensifies in that market.

Order Routing and System Integration: How DoorDash and Uber Eats connect with Michaels’ POS and inventory

Implement a rules-driven routing layer that connects Michaels’ POS to DoorDash and Uber Eats networks so on-demand orders route into the nearest store with stock and the fastest driver assignment. This single source of truth reduces duplicate orders, lowers stock mismatches, and improves customers’ experience by delivering from in-store inventory wherever possible.

Integrations should rely on real-time event streams and standard payloads such as order_id, item_sku, quantity, store_id, customer_delivery_address, and delivery_window. A combination of REST endpoints and webhooks or streaming APIs pushes updates to the POS, while inventory status is synchronized across multiple locations, enabling routing decisions that consider stock across stores, micro-fulfillment centers, and central warehouses, and whether items are shoppable in-store or require backorder handling. This promotes routing to the best network for each item.

Heather, Michaels’ head of logistics, notes that this architecture keeps logistics robust and adaptable, meeting the needs of both in-store customers and online orders. It allows the business to adapt to demand among crafts and decor categories and continue delivering with high reliability even during seasonal spikes. Needing only light manual intervention, the system can adjust routing rules as stock moves between locations, including backorders and substitutions where appropriate. This approach yields more reliable service and more throughput across channels.

The announcement underscores partnerships with both networks and highlights a competitive edge: orders can be fulfilled from stores, micro-fulfillment centers, or the central hub, providing various services and options for customers across regions and seasons. The routing engine will continue to optimize based on stock levels, estimated arrival, and network congestion to maximize throughput and minimize delays.

источник: Michaels internal analytics indicate reduced stockouts and higher accuracy for third-party deliveries after pilot integrations. This reinforces the significance of the partnerships and the robust systems that meet various shopping needs among customers who prefer on-demand delivery or in-store pickup.

Delivery Coverage and Scheduling: Where, when, and how quickly customers can receive orders

Offer 60-minute on-demand delivery for orders placed before 6 pm in top markets via DoorDash/Uber Eats, with 2-hour windows in secondary markets to ensure reliability. This recommendation expands Michaels’ delivery coverage and improves consumers’ experiences at checkout.

Where orders can be delivered

• Primary markets: dense urban cores and high-traffic suburban corridors, supported by nearby Michaels stores and partner hubs
• Secondary markets: mid-size cities with scalable driver networks, enabling coverage with flexible windows
• Rural routes: extended delivery windows and weekend slots to maintain accessibility
• Cross-border scenarios: use Uber Eats/ DoorDash for orders fulfilled from partner fulfillment centers where available

When orders can be delivered

• Same-day delivery for orders placed before cutoff times in eligible markets
• On-demand deliveries with estimated arrival times (ETAs) shown at checkout and updated in real time
• Future scheduling: book a delivery window up to 7 days ahead, with reminders

How quickly orders are prepared and delivered

• Accurate stock visibility across Michaels’ catalog through real-time inventory feeds to partners
• Optimized routing with dynamic reassignment if a driver is delayed to preserve ETA
• Unified tracking: consumers see order status from confirmation to delivery, including driver contact options
• Payment options including snapebt where eligible, with clear messaging about service charges

Operational considerations for retailers and partners

1. Setting service levels: define clear cutoffs, windows, and regional differences to manage expectations
2. Data accuracy: ensure product availability and price parity across channels to avoid mismatches
3. Customer experiences: standardize packaging and handoff to drivers to protect fragile items
4. Partnerships: align with DoorDash and Uber Eats on SLAs, incident handling, and growth targets

Conclusion: This integration suggests a robust delivery ecosystem that meets consumers where they are, expands the retailer’s reach, and offers new experiences across channels. The implications touch on service levels, inventory accuracy, and cross-category partnerships, including various shopping scenarios such as grocery-like expectations for everyday essentials. This setup enables Michaels to meet demand with reliable, on-demand capabilities that align with the overall strategy of partnering with platforms to grow orders and experiences.

Fee Structure and Profit Impact: Costs from third-party platforms and implications for promotions

Recommendation: cap third-party fees per order and align promotions to stay within that cap. Example: on a $30 basket, a 25% platform commission is $7.50; delivery fee can be around $3.50; payment processing adds about $0.75. Net before promo costs is roughly $18.25. If a $5 promo is funded entirely by the retailer, net falls to about $13.25; partial platform sponsorship can lift the figure. Use this framework to plan promotions that protect margins.

Costs from third-party platforms and the way promos are funded shape net profit. Typical commissions range roughly 15-30% per order; delivery fees vary by market, and payment processing adds around 2-3%. Under these conditions, blanket discounts erode margins quickly. Favor offers that move larger baskets, such as free delivery above a threshold or a fixed credit that scales with basket value, and keep the incentive within the cap.

Strategy: adopt a hybrid approach that tapping networks of loyal customers and uses retailer-owned channels to grow direct relationships. When you are meeting customers’ needs and run rapid tests in select markets, you learn which promotions move the needle. Build a best-in-class plan that draws data from eats networks to optimize timing, messaging, and placement. Adapt quickly based on instance results, and keep marketing aligned with the overall strategy.

Measurement and financials: use accurate dashboards to track basket value, platform fees, payment costs, and promo ROI; within a single view you can monitor net profitability per promo, through a common data model. Track trends to spot patterns in when certain promos work and adapt the approach accordingly. The goal is to meet needs of customers while maintaining retailer margins.

Technologies and execution: leverage technologies to connect POS, e-commerce, and partner feeds; use marketing capabilities to target audiences and coordinate promotions across channels. Maintain a news-style update that reflects trends in eats and other networks to guide decisions. By staying aligned with trends and innovations, the retailer can sharpen offers and improve results across all delivery options.

Stock Visibility and Omnichannel Fulfillment: Real-time inventory across stores and online

Implement a unified real-time inventory feed across all stores and online channels to ensure your stock visibility is accurate and to prevent oversell.

Retailers must connect POS, WMS, and ecommerce storefronts into one source of truth that provides a clear, hourly view of stock across stores and warehouses. Updates occur on the hour.

Trend shows that customers expect on-demand delivery, and expanded fulfillment options require embracing synchronized data, flexible routing, and transparent inventory.

Strategy design should address needing real-time visibility with payment flow alignment and seamless coordination between stores and delivery partners.

Partnering with DoorDash and Uber Eats demonstrates how expanded networks support omnichannel growth; started with a pilot in several stores and expect to scale quickly.

By enabling real-time stock visibility, retailers can meet various audiences whether they order for home delivery or pickup, with orders delivered to home, improving satisfaction and reducing backorder risk.

heather from analytics notes hourly accuracy improvements and trend shifts that inform staffing and replenishment decisions.

Conclusion: Real-time visibility across retailers, stores, and online provides a reliable foundation for your omnichannel strategy, supports orders shipped and delivered, and guides future investments.

Customer Experience Across Apps: Ordering, tracking, returns, and support consistency

Standardize the ordering and tracking flow across Michaels’ delivery partners to meet demands and deliver a consistent experience within each app. The announcement of DoorDash and Uber Eats partnerships signals a trend toward unified service, and the goal is to adapt quickly so audiences see the same quality whether they order for pick-up or delivery.

In practice, ensure the path from product browse to checkout is the same in both apps: identical item cards, aligned prices, and common saved preferences that speed repeat orders. Most audiences expect a consistent flow across platforms, with clear quantity controls, delivery vs. pickup, and saved payment methods. By simplifying this flow, they can complete orders in just a few taps and feel the same level of control, regardless of which app they choose. This consistency reduces the time to order and improves reliability for shoppers who are on-the-go.

Tracking: Provide accurate time estimates and live status updates from order placed to delivered. The status should update within minutes, show ETA adjustments, and offer an at-a-glance map view where available. For those who care about pace, the delivery should arrive within the promised window; if not, a proactive notification helps mitigate frustration. A single source of truth minimizes confusion and ensures audiences stay informed.

Returns and support: unify the returns experience with one-click initiation, same window for refunds, and a single contact path across apps. Support: provide a shared help center, in-app chat, and phone support that use the same knowledge base so responses feel consistent. The staples of this service include clear policies, transparent fees, and fair resolutions, reducing friction and building trust.

To measure progress, track completion rate, time-to-resolution, and return processing time, aiming for a 10–20% uplift in customer satisfaction and a 5–10% reduction in help tickets within the first quarter after rollout. For transparency, include a lightweight metric labeled snapebt to identify moments when customers re-engage immediately after a failed or delayed step. источник: Michaels analytics show a significant drop in delivery issues when flows mirror across apps, with repeat orders rising among those audiences most likely to use either platform. An announcement within both apps will guide customers to try the enhanced cross-app experience and share needs.