Melbourne--Myer

The second last company we visited is the retail company Myer. The office decoration in Myer is modern, bright and comfortable. We led by Lenore, while we intended go into the elevator, we figured out an interesting thing—the buttons are installed outside the elevator, we have to push it before we go into the elevator, which is quite different compared with the normal ones. After we got in a meeting room which tables set as a round cricle, we noticed goodie bags were put on the tables with Myer logo. After we sit down, Lenore started gave us an overview of Myer history:

• Myer brand has been synonymous with style and fashion for over 100 yrs
• Deep community affection for Myer, supported by long-standing philanthropic and community
• engagement
• Iconic retail heritage

The ambition of Myer is to be an international class retailer providing inspiration to everyone. Their values is to know their business, focus on customer, make it happy, involve with people everyday. Myer operated 80 exclusive brands, include Jack Stone, BIB, Brband. However, as competiton among retailing company is intense, Myer is challenged in attracting more retail consumers, and retaining old customers in a way that they prefered. These challengs include:

• Challenging retail and economic environment
•  Domestic and global uncertainty
• Increase savings rate
•  Increased costs of living
•  New taxes and rising unemloyment
• Share market voltility

Therefore, by studying consumer behavior in terms of increased online shopping tendency, Myer moved focus on digital marketing, putting catalogues magazine online, launching facebook page, mobile and ipad app and so forth.

Jarrod Tuck introduced Myer One program to us. He explained Myer One prgram is simple purchases at Myer  equate to shopping credits which automatically turn into gift cars to be spend at Myer

The The reasons to use Myer One include:

• Channel: a direct line to our custoemrs
• Information: customer insight
• Targeting: respond to customer needs 
•  Measurement: level of engagement
• Rewards: giving something back

Myer one channle implemented through Email and SMS. It provides a flexible, interactive tool for target customers to select products and be aware of new product launch. However, I noticed that Myer One does not performed to collect data from customers and using these data to improve communication with customers.

After the presentation, we took photos in front of a huge Myer logo board.