Myer's rollout of the Myer One rewards program across its newly acquired fashion retailers is driving strong customer engagement. Early figures show over 50% of sales at stores such as Just Jeans, Portmans and Dotti are already tied to loyalty members. This expansion aims to increase sales and gain deeper insights into consumer behaviour, although it could also change how Myer competes in the retail market and manages customer expectations.
This marks the first time the Myer One program, which has over 4.6 million members, has been accepted outside of Myer's traditional department stores. Since August, the program has extended to include retailers acquired from Premier Investments, like Jay Jays and Jacqui E. Through this, Myer is moving beyond its 125-year-old department store model and gaining access to customer behaviour insights across more than 600 specialty stores in Australia.
Internal figures suggest that roughly 40% of customers shopping at these clothing chains were already Myer One members before the integration. With expanded access, uptake is exceeding expectations, showing strong interest across the different brands. Alongside rewards points, Myer is focused on gathering a wider range of data to personalise promotions and lift the average amount each customer spends.
The initiative could yield long-term gains. At Myer, nearly 80% of total revenue already comes from Myer One members who, on average, spend almost three times more than those not in the program. Extending this reach into standalone fashion stores creates a key data-driven income stream. Whether customers maintain the same level of engagement over time remains to be seen.
