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RetailCraft 36 – ”Discerning and Resourceful” – Jennifer North of Hobbycraft

Joining us in the studio at the end of 2022, Jennifer North, Head of Digital Experience at Hobbycraft, gives us an eye-opening insight to the demanding, innovative craft and hobby market in the UK, and their multipronged and entrepreneurial position.

We hear about the craft customer – artists, hobbyists, businesses and the growing “sidehustle” generation of digitally-amplified creators – and how their demands and behaviours changed over the pandemic and now into 2023.

Jenny covers loyalty, subscriptions, apps, customer insight… as well as a fascinating glimpse at their customers’ requirements – listen out for the hand-knitted nativity set and the laser-cut materials!

The briefest glimpse at will show the range and depth of the offering – along with a view of the triumph to present in a scaling, engaging experience.


Run time: 33 minutes


Jennifer North:

Jamie Merrick:

Ian Jindal:  and

Recorded and engineered at Spiritland Studios, UK.

Episode photo credit: Ian Jindal ( ) 

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