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Myer
How is Myer reshaping its sales and marketing playbook?
Olivia Wirth's 2024 appointment and a proposed merger signal Myer's shift from cost defence to growth-led expansion, blending century-old retail heritage with modern omnichannel tactics. The retailer now leverages rich loyalty data and targeted campaigns to drive profitable sales.
Myer's strategy focuses on premium-accessible positioning, data-driven personalization, and integrated online-offline experiences to lift margin and customer lifetime value; see Myer Porter's Five Forces Analysis.
How Does Myer Reach Its Customers?
Myer operates an omnichannel sales ecosystem combining 56 physical stores across Australia with a digital platform that generated 704.3 million AUD in FY24, representing 21.6 percent of group sales; stores now serve as experiential hubs and fulfillment nodes for online demand.
Store Network
Myer maintains a rationalized portfolio of 56 premium, high-productivity sites after closing lower-performing locations like Brisbane CBD and Frankston.
Digital Sales
The digital channel via myer.com.au and the Myer app delivered 704.3 million AUD in FY24, supported by a 600 million AUD investment in supply chain automation and a Ravenhall distribution center.
Omnichannel Fulfillment
Click and Collect and Ship-from-Store account for a substantial portion of online orders, leveraging stores as both experience centers and fulfilment nodes.
Assortment Strategy
Shift toward curated assortments, focusing on exclusive brands and high-demand concessions while reducing low-margin third-party labels to improve margins and brand positioning.
Planned integration with Premier Investments’ apparel brands in 2025 would add over 700 physical points of sale, creating a platform that uses Myer’s high-traffic department stores as gateways for specialized apparel lines; see related analysis in Revenue Streams & Business Model of Myer.
Omnichannel Impact on Performance
Myer’s omnichannel strategy supports higher digital penetration than pre-2020 levels and repositions stores as multifunctional assets to drive volume and fulfilment efficiency.
- Physical stores remain primary volume drivers while enabling Ship-from-Store and Click and Collect.
- Digital sales comprised 21.6% of group sales in FY24.
- 600 million AUD invested in supply chain automation and a national DC in Ravenhall to boost online fulfilment speed and capacity.
- 2025 roadmap targets integration of >700 apparel POS to expand customer reach and reinforce Myer’s omnichannel strategy.
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What Marketing Tactics Does Myer Use?
The Marketing Tactics chapter details how Myer leverages the MYER one loyalty program and digital-first channels to drive sales, personalization and in-store experiences across Australia.
Loyalty-led Personalization
MYER one has 7.4 million members and 4.4 million active members (FY24), underpinning hyper-personalized campaigns tied to 76.2% of sales.
Advanced Customer Segmentation
Analytics segments customers by frequency, brand affinity and price sensitivity to automate targeted offers via the Myer app and email, increasing conversion versus broadcast emails.
Digital-First Media Mix
SEO and paid social on Instagram, TikTok and Facebook are prioritized to capture younger beauty and fashion shoppers and support Myer digital marketing initiatives 2024.
Targeted Paid Social
Paid social campaigns use lookalike and interest targeting to boost ROAS in beauty categories, aligning with Myer customer engagement and online sales performance strategy.
Seasonal Mass-Reach Advertising
Television commercials and print catalogs remain for peak seasons (Christmas, Spring Racing) to preserve broad awareness and support department store marketing Australia efforts.
Beauty Emporium & Experiential Retail
In-store activations, masterclasses and influencer partnerships in the Beauty Emporium shift the mix from discounting to service-led differentiation versus specialty rivals.
The tactics combine data, digital channels and in-store experience to support Myer sales strategy, Myer marketing strategy and broader Myer business strategy across omnichannel touchpoints.
Key Tactical Elements
Operational and campaign tactics that drive customer acquisition, retention and conversion.
- Loyalty-first attribution: 76.2% sales tagged to loyalty members enables precise ROI measurement.
- Omnichannel activation: App push, email, paid social and SEO coordinated for lifecycle journeys.
- Experience marketing: Beauty Emporium events and influencer-led masterclasses to increase dwell time and AOV.
- Media efficiency: Reduced mass spend off-peak; focused TV/print during high-visibility periods to protect brand reach.
For contextual background on Myer’s values and strategic framing see Mission, Vision & Core Values of Myer
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How Is Myer Positioned in the Market?
Myer positions itself as Australia’s Department Store, targeting the mid-market to premium segment with a curated range, quality service and a modernised shopping experience that bridges heritage trust and digital expectations.
Market positioning
Myer occupies the critical mid-to-premium band, differentiated from discount retailers and ultra-luxury stores by a broad assortment and elevated in-store environments.
Unique selling proposition
The brand offers a one-stop destination for beauty, fashion and home categories, supported by a high-touch service model and category depth not matched by pure-play competitors.
Visual and tonal identity
Myer uses a sophisticated yet inclusive visual language and a 'My Store' tone to foster personal connection, ensuring consistency across website, app and store signage.
Premiumisation initiatives
From 2024–2025 the company accelerated store refurbishments, converting flagships to gallery-like formats to appeal to affluent urban shoppers and support higher-margin assortments.
Brand and ESG alignment continue to shape perception and sales approaches.
Sustainability focus
'Better with Myer' frames ethical sourcing and sustainability; as of 2025 the program expanded supplier traceability pilots covering over 120 key lines.
Omnichannel consistency
Unified visual language and UX across channels support omnichannel conversion; online and click‑and‑collect accounted for an estimated 28% of sales in FY2024.
Customer segmentation
Targeting includes affluent urban households and experience-seeking shoppers; loyalty initiatives aim to increase spend per member, with a 2024 repeat-purchaser rate above industry averages.
Competitive positioning
Positioning defends against discount and luxury rivals by combining breadth, premium brand partnerships and service—reinforced by heritage trust and modern CX investments.
Marketing signal priorities
Priority channels mix digital display, CRM, in-store events and brand partnerships; digital marketing initiatives in 2024 boosted acquisition efficiency and reduced CAC year-on-year.
Evidence and resources
For contextual competitive analysis see Competitors Landscape of Myer, which reviews market dynamics and rival tactics affecting Myer's positioning.
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What Are Myer’s Most Notable Campaigns?
Key Campaigns highlight Myer's shift from product-centric promos to lifestyle storytelling, led by the late-2024 'Make Your Move' relaunch and ongoing heritage events like the Bourke Street Christmas Windows integrated with digital commerce.
Make Your Move relaunch
The late-2024 campaign reframed Myer marketing strategy toward lifestyle and confidence, targeting 25–40 year olds across OOH, cinema and digital, producing a measurable uplift in brand consideration among that cohort.
Christmas Windows + Giftorium
The Bourke Street Mall Christmas Windows remain a flagship department store marketing Australia event; in 2024 QR-enabled 'Giftorium' links drove instant purchases and expanded digital engagement.
Designer & influencer collaborations
Partnership marketing examples in 2023–2025 increased fashion credibility and social reach, contributing to elevated traffic in key demographic segments and higher conversion rates online.
Merger communications (2025)
Strategic communication around the 2025 merger with Premier Investments’ brands served as a corporate marketing push, signalling a diversified Myer business strategy and stronger investor confidence.
The campaigns combined an omnichannel mix—OOH, cinema, paid digital, QR-enabled in-store experiences and influencer content—supporting Myer sales strategy and Myer omnichannel strategy details; measured lifts included increased online traffic and a mid-single-digit percentage rise in brand consideration for target cohorts.
Channel mix
High-impact OOH and cinema ran alongside targeted digital ads and social, aligning with Myer digital marketing initiatives 2024 to reach urban 25–40 shoppers.
Commerce integration
QR-enabled windows and shoppable content reduced friction in the path to purchase and boosted Myer online sales performance strategy during peak campaigns.
Audience impact
Campaign metrics showed a measurable lift in brand consideration among 25–40 year olds and improved engagement rates versus prior product-led ads.
Retail experience
In-store activations tied to digital journeys strengthened the Myer in-store experience strategy and omnichannel throughput during peak seasons.
Brand positioning
The 'Make Your Move' narrative repositioned Myer brand positioning in the market toward contemporary style over legacy department store perceptions.
Investor messaging
Communications around the 2025 merger reinforced Myer competitive advantage in Australian retail by highlighting diversification and growth-oriented goals; see further context in Growth Strategy of Myer.
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