Myer dabbles with beacons as transformation gathers pace

Sarah Homewood
By Sarah Homewood | 18 October 2016

Myer has entered a global beacon trial with Google to better understand the link between the physical and digital worlds a day after revealing its transformation program is turning the business around.

The retailer will deploy beacons throughout its store network, joining three other Australian retailers in the global trial.

“The exciting thing about this is the precise measurement of customers, from spacial movement through our stores and departments to media attribution from physical to digital, which has always been a challenge for marketers," says Michael Scott, Myer's executive general manager of brand strategy and marketing.

“In time, all of this will allows us to build tailored communications for consumers, so 'just for you' offers and communication, which is super cool.”

The trial comes in the midst of Myer's transformation mission. Yesterday, Myer CEO and managing director Richard Umbers noted company is in a better position than 12 months ago in the retailer's annual report.

“Over the past 12 months we have reinvigorated our brand offer, refreshed our approach to customer service and continued to strengthen Myer’s position as an omni-channel retailer. There can be no doubt Myer is a stronger company today than it was 12 months ago,” Umbers wrote.

“In FY2016, we’ve made significant progress across each of the key areas of the 'New Myer' strategy. We have done a lot, but there is still much more to do.”

Myer has delivered a net profit after tax of $69.3 million and a sales lift of 2.9% to $3.2 billion, up 3% on a comparable stores sales basis.

Myer has spent upwards of $600 million over five years on a complete transformation of the business. When it comes to marketing, Scott previously told AdNews the business regarded itself a media company in its own right.

“We have enormous marketing firepower at our finger tips. Evidence of that would include the Myer One membership, which is north of five million; the 1.3 million UVs to our website on a weekly basis; and Emporium, the magazine we publish and distribute quarterly - we typically produce 250,000 copies a quarter.

"That puts us in the frame as one of the largest fashion magazines in Australia and the footfall of 130 million people we get through our store network a year.”

Combining all of those assets makes for a powerful picture Scott says, adding that Myer is going to be “relentless” when it comes to using those offerings to ensure the brand is engaging with consumers in the best possible way.

“We'll plan our media from the inside out,” he says. “We've probably had a major reliance on traditional and paid media historically, so we'll become quite focused on the use of our owned assets and owned media. That, combined with all the different data points at our disposal will drive better decision making [so we can] be insight led.”

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