This document outlines New Myer's strategic priorities to engage Chinese consumers through digital platforms. It discusses building an omni-channel shopping experience, identifying starting points like WeChat stores and a website in Chinese, and conducting a 10-week pilot program to test initiatives like a red envelope game and exclusive offers. The key to success is understanding Chinese consumers' preferences for social, mobile, and digital experiences and leveraging the Chinese digital ecosystem through initiatives like games, clienteling, and an integrated digital platform.
3. UNDERPINNED BY ORGANISATIONAL CAPABILITY
- Efficientoperating
model
- Technology,
processes,systems
- Execution
focusedculture
- Strengthened
balancesheet
WONDERFUL
EXPERIENCES
CUSTOMER
LED OFFER
OMNI-CHANNEL
SHOPPING
PRODUCTIVITY
STEP CHANGE
2 3 41
NEW MYER
FOUR STRATEGIC PRIORITIES
4. PRODUCTS AND SERVICES
Current New
Current
CUSTOMERANDMARKETS
New
Current Products sold to
New Customers or Markets
Current Products sold to
Current Customers
New products and Services sold to
New Customer and Markets
New Products and Services sold
to Current Customers
THE OMNI-CHANNEL SHOPPING TRANSFORMATION FRAMEWORK
8. 85%
of gift cards
redeemed
within 2 weeks
RED ENVELOPE GAME SHAKE SHAKE
400%
ROI
28,000
Product
offers were
viewed
12
Shakes per
visit
(on average)
15.43%
Average daily
growth rate
127,000
Content views
WECHAT ACCOUNT
PILOT RESULTS
10. 10
Myer Video
After the video, Chen Si will be introduced by Pete as the
engagement lead, she will talk about the key factors
that will lead to success in engaging Chinese consumers.
15. IN THE STORE
CHINESE
CUSTOMERS
TEAM
MEMBERS
I want to get an
iconic product as a
gift for friends.
I’m buying for other
people, where are
these available?
I want to share my
shopping experience
on WeChat.
Am I getting
the best price?
I want to explain
the products.
Do you have THIS
product in stock?
I want to give
discount and
incentives.
I’m using my personal
WeChat account to
build 1on1 relationship.
I want to reach out to
more Chinese customers.
I do my research on
price and availability in
China and Hong Kong.
I want to register
for Myer One.
Apart from product we also
have high quality services
in the store.
16. - The Australian elements
- One stop destination for affordable gifts.
- In store scenario as the direct touch points to
build and strengthen connections
THE CONNECTION
19. GAMES
Red Envelope game on Chinese New Year
T R E A S U R E H U N T I N G
S Y D N E Y
L E V E L O N E1
’ ’
$20
Treasure Hunt for Golden Week (1st October)