Experiential retail: Hobbycraft

Experiential retail

Recent years have seen retailers capture the attention and loyalty of customers through offering one-of-a-kind experiences that tie in with their product offering.

UK arts and crafts retailer, Hobbycraft has excelled in experiential retail, creating opportunities for customers and members of the public to interact with their brand.

Here’s how they have gone above and beyond to engage their audience.

Workshop programme for experiential retail

Hobbycraft has created and expanded its popular workshop programme to deliver thousands of fun and creative classes both online and instore. These classes are run by craft experts from various Hobbycraft stores, encouraging people to #CraftTogether. It provides an opportunity for people to get creative using products that can be purchased from Hobbycraft, while allowing the brand to grow its reach.

Ranging in price, the available courses can be accessed by clicking here. They include crafts for those of all ages, such as watercolour sessions, a #KidsCraftClub, Cricut workshops and even group sewing sessions.

Katherine Paterson, Customer Director at Hobbycraft commented: “Our workshops have always been in high demand, and I’m thrilled to be able to expand on our #CraftTogether workshop programme further as we remain dedicated to getting all of Britain making and creating.

We are delighted to be partnering with ClassBento, a team that has both great expertise in this area but also with whom we have a shared vision of enabling people to learn, make and do things. By partnering with ClassBento we are able to host thousands of classes for kids and adults alike, just in time for the summer holidays! We have included everything from Art, Sewing, Cricut and Kids’ specific classes so it can cater for all skill levels.

There are many benefits to our workshops such as connecting with fellow crafters and Artisan experts and helping with customers general wellbeing. We hope to see many current but also new customers join us to keep crafting passions alive!”   

Later this year, Hobbycraft will introduce an exciting Christmas workshop programme, including wreath making, candle marking and fillable baubles as part of their experiential retail offering.

Supporting great causes

Hobbycraft also confirmed its support for inspiring the next generation of crafters by becoming a patron of  HideOut Youth Zone in Manchester.

The charity provides an inspiring place for thousands of young people from across Manchester, aged 8 – 19 and up to 25 for those with additional needs, to enjoy their leisure time 7 days a week. The charity provides a diverse range of Youth Work activities for just £5 annual membership and 50p a visit. They include sports, dance, drama and music, gardening, hairdressing, cookery, film and digital media. 

HideOut also provides a vibrant arts and crafts offer and we will be working closely with Hobbycraft to further develop this work. Over the coming year(s) the partnership will provide young people with exciting opportunities to test out new technologies, run arts & crafts takeover days, access employability and enterprise workshops and much more.

Dominic Jordan, Chief Executive at Hobbycraft said: “Hobbycraft has a strong history of supporting charities and helping to raise vital funds for those who need it most. We are proud to become patrons of HideOut and to have the opportunity to help transform the lives of young people from across Manchester. It’s a great organisation doing fantastic work”

Adam Farricker, Chief Executive of HideOut Youth Zone said: “We are delighted to welcome Hobbycraft to our family of Patrons and to have such a fantastic well-known brand supporting our vital work. The partnership with Hobbycraft will really enhance our offer and will help to improve the lives of thousands of young people and communities in the local area for years to come. We have great ambitions for the those we support and cannot do it without the incredible support from organisations such as Hobbycraft”