Myer's loyalty program, One, is ten, and the department store is eyeing mobile growth as the next big driver.
Mobile is a growing focus for Myer's loyalty business, with 10% of its members using mobile cards rather than physical loyalty cards. It is plotting a raft of enhancements to its mobile app as members migrate to mobile.
The program currently has 5.6 million members, that's a quarter of the total population, but Jamima White, Myer general manager of loyalty, said it wants to grow its database and increasingly use it to inform decision making across the business. That seems a pretty obvious strategy, but that's all the company would say. It's keeping its cards close its chest.
The program introduced its Platinum tier for its 2,000 top customers last year and says it is exploring ways to plan out better experiences and rewards for that top tier of members.
It is also looking to expand the program with additional points collection partners, but says that keeping the redemption side of the scheme exclusive to Myer stores is core. Myer celebrated the birthday with VIP offers for members and shoppers both instore and online.
Full year results are expected from Myer next week. Myer recently appointed Clemenger Melbourne to handle its advertising account after a prolonged pitch process as a result of the search for a new marketing director.
Daniel Bracken joined as marketing and merchandise director this week.
Myer One turns 10 in numbers:
Two in three households in Australia have a MYER one membership
Myer One members could fill the MCG 56 times over, Etihad Stadium 100 times over or 11,587 Qantas Airbus A380’s
$406.7 million worth of rewardshave been issued since 2004
40.7 billion Shopping Credits have been earned since 2004
14.75 million Reward Cards have been issued to our members since 2004
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