Myer has teamed up with global singing sensation, Katy Perry, as it looks to ramp up its customer loyalty offering and leverage off changing Australian consumer behaviour, where shoppers are spending more on experiences and less on things.
It looks like Myer is looking to boost its loyalty membership program and it will use US pop superstar, Katy Perry, to attract a younger demographic, including millennials, the key target age group when it comes to long-term customer loyalty.
Myer has announced its latest partnership with Katy Perry and says it’s thrilled to be the principal and naming rights partner of the Australian leg of Perry’s upcoming tour. This included a TV ad campaign kick-off over the weekend, that saw Perry laying across a Myer sign announcing her new partnership with the Australian department chain.
Together with Myer, Perry will bring her tour to cities across Australia. Myer CEO, Richard Umbers, confirmed the department chain’s loyalty program (Myer one) members will receive exclusive benefits as a result of the partnership, including the chance to secure concert seats out of the 8,000 tickets available only to Myer one customers.
“As principal and naming rights partner of KATY PERRY’S WITNESS: the Tour, we are offering our valued Myer one customers the opportunity to see Katy live in concert at her much anticipated Australian tour. Myer has 8,000 tickets to give away as part of a competition and each lucky winner will receive four tickets to one of Katy’s concerts next year.”
Umbers said that Myer‘s partnership with Katy Perry was a standout highlight in the Myer calendar. “Katy is one of the most exciting and engaging pop stars on the planet and we are so thrilled to be partnering with her to create something really special for our Myer customers.”
“This will be a truly unique experience for our customers. What better way to create lasting memories than to give our customers the opportunity to be there in person at one of Katy Perry’s incredible concerts. This really is bringing the love of shopping to life.”
The Myer-Perry partnership is yet another initiative the company has taken towards the whole concept of “experiential retailing”, leveraging off the change in Australian consumer behaviour, where shoppers are now spending more on experiences and less on things.
Last month, Myer launched its Winter Wonderland Ice Skating Rink located on level six of its Sydney store, providing a childlike experience for its customers, with doughnuts and ice creams included as part of the experience – here’s Myer creating another magical touch point to emotionally connect with its consumers.
“In an Australian department store first, our customers will have the opportunity to skate on an 180sqm ice rink right into heart of our flagship Sydney city store. To rest and refuel, customers will be able to enjoy treats from Doughnut Time and Mr Fitz in the Alpine Village pop-up,” a Myer spokesperson told Power Retail.
Myer says that these special customer experiences and creating innovations in retail are all part of the “New Myer” strategy it launched in 2015, one its aiming to boost its customer loyalty in a big way, by “delighting” its customers.
“New Myer is about disrupting the retail norm and creating wonderful experiences that surprise and delight and show our passion for retail innovation. We want to create memories for our customers and give them experiences that they will be able to talk about long after they’ve finished shopping with us.”
Myer says it’s latest partnership with Katy Perry and its earlier one with Ice Rinks Australia, is one of many partnerships and collaborations that have been built since its New Myer strategy launched two years ago, with partnerships also formed with Tesla, Uber, Uber Eats, eBay (store and VR), Virgin, Twitter, Periscope and Facebook.
“We’re working to develop further new partnerships across food and beverage, children’s entertainment, and beauty and grooming services, which we will speak about in the coming months,” Myer told Power Retail.
According to recent data from Roy Morgan research, this decline in Australian consumers spending on ‘things’ is being counteracted by our increasing expenditure on experiences, including travel, wining and dining, entertainment and other leisure activities. This poses a challenge for many retailers but, it looks like Myer is up for it.
It’s evident the department chain is adapting to Australians’ growing desire for experiences and entertainment, and using that knowledge in changes of consumer behaviour to convert experiences into sales.