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Myer
Who shops at Myer today?
Myer’s late-2024 pivot under Executive Chair Olivia Wirth refocused the chain on data-driven loyalty and omnichannel growth, shifting from general dry goods to curated premium offerings and personalized experiences. The strategy targets value-conscious yet brand-oriented Australians across ages and regions.
Myer now serves urban and suburban shoppers seeking premium brands, tech-enabled convenience and loyalty rewards, with digital sales contributing over 20% of revenue and annual sales near $3.2 billion. See deeper strategy in Myer Porter's Five Forces Analysis
Who Are Myer’s Main Customers?
Myer's primary customer segments center on the Aspirational Australian Family and Modern Professionals, with females aged 25–55 driving the largest share of transactions and spend; middle-to-high income households average over $95,000 annually. The fastest-growing sub-segment is the Millennial Parent, prioritising efficiency, ethics and quality.
Core Demographic
Females aged 25–55 account for the largest transactional volume and total spend, concentrated in middle-to-high income households.
Loyalty Insights
The MYER one program had over 7.4 million members by mid-2025, with ~4.3 million active shoppers in the last 12 months.
Revenue Concentration
The top 10% of members (Elite and Platinum) generate nearly 45% of total sales, reflecting a shift to high-value customers.
Emerging Segments
Male engagement rose by 12% in premium grooming and athleisure over two years; Gen Z recovery driven by youth brands and expanded beauty halls.
The strategic pivot toward 'Premium Value' customers followed 2023 research advising against price competition with discount retailers, and now targets consumers willing to pay for exclusivity and experience.
Segment Snapshot & Actionable Signals
Key metrics from 2024–2025 inform targeting and merchandising decisions across channels, from in-store to digital.
- Core spenders: females 25–55, household income > $95,000
- Active loyalty base: ~4.3 million shoppers (past 12 months)
- Top-tier members: top 10% produce ~45% of sales
- Growth pockets: Millennial Parents, increased male premium shoppers, regained Gen Z traffic
Related reading: Mission, Vision & Core Values of Myer
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What Do Myer’s Customers Want?
The modern Myer customer seeks curated selection, convenience and affordable luxury, with omnichannel journeys and preference for exclusive brands that mirror high-end style at accessible prices.
Omnichannel Behavior
In 2025 about 40% of shoppers interact with both the Myer app and a store during one purchase, showing strong channel fluidity.
Demand for Exclusivity
Customers prioritize brand exclusivity and social proof; Myer Exclusive Brands (MEBs) address luxury inflation by offering premium styles at lower price points.
Department Store Experience
Shoppers value discovery and status; Myer is frequented for major life events, boosting demand for formal wear, high-end cosmetics and home gifting.
Loyalty and Rewards
The MYER one program creates a sticky ecosystem by allowing credits to be earned and redeemed across categories, increasing repeat purchase frequency.
Store Design Preferences
Feedback on layout complexity led to 'Store of the Future' investments: simplified navigation and digital kiosks to meet needs for speed and autonomy.
High-touch Beauty Services
Personal shopping and professional consultations address unmet beauty and wellness needs; beauty services achieved an NPS of 75 in 2024.
Customer needs translate into targeted tactics that blend personalization, exclusivity and convenience while reflecting Myer's customer demographics and target market.
Key Preferences and Actions
Concrete preferences shaping product and channel strategy:
- Curated assortments and MEBs to capture value-conscious aspirational buyers
- Integrated app-store journeys—40% omnichannel interaction rate in 2025
- Reward-driven loyalty through MYER one, increasing retention and spend
- High-touch beauty offerings with NPS 75 underpinning personalized service
For a deeper dive into strategy aligned with these customer needs, see Growth Strategy of Myer
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Where does Myer operate?
Myer operates across Australia with 56 stores concentrated in major metropolitan shopping centres and CBDs, led by top-performing flagships in Melbourne and Sydney that serve both domestic and international tourists.
Flagship & metro focus
Melbourne CBD and Sydney City flagships are the highest-grossing locations, reflecting strong urban footfall and tourist spend within Myer customer demographics.
Suburban hubs
High-spend suburban stores such as Chadstone (VIC) and Chermside (QLD) target affluent local families and contribute materially to regional sales.
Right-sizing 2023–2025
Myer reduced floor space in underperforming regional areas while refurbishing key metropolitan hubs as part of a 'right-sizing' strategy to improve profitability and alignment with the Myer shopper profile.
Localized assortments
Product mixes are region-tailored: Queensland stores stock more resort wear and lightweight textiles year-round versus more seasonal assortments in Melbourne and Hobart.
Digital expansion
Online sales reached approximately $700,000,000 annually by 2025, serving regional markets where physical stores have closed.
Growth regions
Western Australia and South Australia show the fastest online sales growth, expanding Myer's geographic distribution of sales beyond store locations.
Fulfillment strategy
Stores act as 'dark hubs' for Click and Collect and last-mile delivery, improving service parity for remote customers and supporting Myer market segmentation efforts.
Regional closures
Closures in locations such as Frankston and select regional Queensland centres have been offset by digital penetration and localized logistics.
Tourist vs local mix
Flagships capture a diverse tourist and domestic shopper mix, while suburban and regional stores align with local family and value-oriented segments.
Further reading
For a broader look at Myer's customer segmentation and target market, see Target Market of Myer.
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How Does Myer Win & Keep Customers?
Retention is central to Myer’s strategy, led by the MYER one loyalty program with a tag rate over 90 percent, while acquisition blends partnerships, social commerce and influencer-led campaigns to attract younger shoppers.
Retention: Loyalty as a Platform
MYER one tracks nine in ten dollars spent, enabling hyper-personalized CRM outreach using predictive analytics to time offers and drive repeat purchase.
Acquisition: Strategic Partnerships
Integration with Commonwealth Bank rewards lets millions redeem at checkout, converting bank customers into Myer shoppers and expanding the Myer customer base.
Digital & Social Commerce
Influencer campaigns and TikTok/Instagram shoppable drops, plus Myer Runway shop-the-look events, drive younger demographic engagement and online conversion.
Subscription & After-Sales
Launched in late 2024, Myer Plus offers free delivery and exclusive events; enhanced returns and after-sales service reduce churn and raise lifetime value.
These initiatives cut customer acquisition costs by 15 percent over two years, leverage owned data for organic referrals, and align with Myer company profile and Myer target market priorities; see a concise context in Brief History of Myer.
Personalization Metrics
Predictive replenishment offers increase repeat purchases; targeted beauty offers lift category frequency among core shoppers aged 25–54.
Channel Mix
Owned channels and partnerships now account for a greater share of new customer flow, lowering paid media dependency and CAC.
Event-Led Sales
Seasonal events like Myer Runway generate short-term spikes and sustained conversion via instant shop-the-look functionality.
Retention KPIs
Key metrics tracked include loyalty tag rate, repeat purchase rate, subscription uptake and LTV per cohort.
Demographic Focus
Primary targets align with Myer customer demographics: middle-to-high income households aged 25–54, with tailored outreach for younger shoppers via social platforms.
Outcome
Reduced CAC by 15 percent and improved conversion from partnership channels and loyalty-driven personalization in 2024–25.
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