Myer kicks off Christmas marketing blitz

By AdNews | 17 October 2014

Forget Mr Magorium's Wonder Emporium, it's all about Myer's new Giftorium this Christmas as the retailer kicks of a major marketing push to revive the brand and boost performance over the festive season.

In its quest to bring back the fun and theatre in Christmas shopping, and in 'an Australian retail first', Myer's new concept will see all 67 stores nationwide transform a specific area or level, into a glitter-filled bauble-adorned wonderland. It is taking on 3000 additional staff to bring it to life.

The festive in-store push is part of a significant upspend in marketing planned for this summer. The department store outlined plans to invest $50 million in marketing, branding and omni-channel retailing at its results presentation in September. It is planning a "significant” Christmas marketing campaign and a refresh of the Myer brand.

Myer, which in August appointed Clemenger BBDO Melbourne as its creative agency following a drawn-out pitch process, will also be bringing the magic of Christmas to its website with a dedicated Giftorium micro-site to guide customers through the product offering and service avaialble.

The retailer will also host more than 5000 hours of events activity in Myer stores across the country in November and December and 12,500 hours of product demonstration sessions by the 'Producticians', personal shoppers, and activities every Saturday from 8 November to draw shoppers in.

Myer CEO Bernie Brooks said the investment in the development of Giftorium shows that Myer is committed to innovative ways to improve services and engage customers to take part in new and interactive in-store experiences.

“No other retailer in this country is offering such an extensive Christmas program of events and services to engage customers and get them excited about shopping this festive season,” Brooks said.

“The truly great international department stores place huge importance on their Christmas programs. We saw a unique opportunity to bring fun and theatre back into Christmas shopping for all Australians.”

The official launch will take place tomorrow in the Sydney City store where Myer ambassador Jodi Anasta and Myer executive general manager stores, Tony Sutton, will unveil the Myer Christmas Giftorium.

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