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Hobbycraft rolls out ‘Custom Crafting’ areas

By Mark Hayhurst 10 Oct 2019

Hobbycraft will roll out ‘Custom Crafting’ areas across a further ten stores, following the successful trial in Crawley.

The new inspirational Custom Crafting area introduces the digital personalisation Cricut tool to customers, designed to inspire shoppers as well as encourage them to try out products and new digital crafting techniques.

Crafters can currently benefit from ten locations, with the 11th launching in the brand new Newtownabbey store, the first store to open in Northern Ireland, at the end of October. Store locations include: Crawley, Bristol Cribbs Causeway, Glasgow, Chester, Stockport, Havant, Woking, Epping Forest, Coventry, Maidstone and Newtownabbey, Northern Ireland (opening at end of October).

As the personalisation phenomenon continues, with Hobbycraft seeing almost 10,000 searches per month of the term ‘personalisation’, this new area will have a specific focus on products that support the trend. A main area of focus will be on digital cutting and includes an expansion of the now infamous Cricut machines, tools and vinyl products.

The Cricut machines allow users to precisely cut, write and score, and can be used with a wide range of materials (from paper to leather, balsa wood to cotton fabric) making them the perfect partner for any avid crafter. The machines are used in conjunction with Cricut’s free Design Space app, which features thousands of ready to make projects.

Within the innovative Custom Crafting space, customers can test drive a number of machines before purchasing, as well as receive expert guidance from trained colleagues in store, who’ll be on hand to help crafters of all abilities with tops tips, advice and project ideas. The introduction of these Custom Crafting spaces demonstrates Hobbycraft’s commitment to strengthening the in-store experience in order to become social centres for crafters in local communities. Their increased workshops and demo sessions have helped to drive over 85,000 attendees in store so far this year.

Colleague experts will be hosting a weekly Cricut drop-in session every Wednesday between 9 - 10am across all stores, and each store will be arranging a series of workshops for the coming months.

Joel Pickering, Head of Marketing at Hobbycraft, said: “We are a creative retailer and pride ourselves on being able to inspire customers and also help them learn a new skill or craft. We are seeing an increasing demand from customers to want to ‘try out’ products and crafts and this new ‘Custom Crafting’ area is the perfect space for them to do that.”

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