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JOANN is an iconic 80-year-old brand that’s continued to succeed over the years by prioritizing relevancy with each new generation. JOANN operates approximately 850 stores in 49 states, and while the brand is the number one retailer in “all things fabric and sewing,” it also carries a large assortment of crafts, arts and crafts, and seasonal decor for customers.

The brand has learned that while trends may change over the years, in its industry, millions of people remain hardwired to create items with their hands, minds, and hearts. The team at JOANN believes how a customer is served will make or break a customer loyalty program and focuses on delivering exceptional customer service in support of its Smiles Rewards program. This is one of the reasons for JOANN’s longevity in retail.

While the brand has remained relevant in its authenticity with its customers, as the decades have passed, creators have evolved, too. More than ever, with a new generation of customers seeking to express themselves and connect with their communities through creative efforts, JOANN must ensure it is delivering the right message in the right channels to successfully engage younger creators while maintaining its connection to customers who have come to JOANN for decades.

Mark Johnson, CEO of Loyalty360, spoke with Chris DiTullio, Chief Customer Officer at JOANN, about the retailer’s rebranding as “JO-AND,” serving the next wave of creators, and how the customer experience makes way for emotional loyalty.