Myer is charging ahead into the retail media space by launching its new Myer Media Network, joining other major retailers taking on the space such as David Jones, Kmart and Target.
Myer Media Network will leverage the first party data of the department store's loyalty program, Myer One, and build on the current model of offsite digital and physical advertising and CRM products offered to brand partners.
Michael Sharlassian (pictured) has been hired to lead the initiative, as the GM of retail media. He was poached from Coles Group, where he led the rollout of Coles 360, the supermarket’s own retail media arm.
"The launch of our Myer Media Network, powered by Myer One transforms how our brand partners engage Australian customers,” Sharlassian said.
“We are building a comprehensive omnichannel retail media offering that unlocks the full scale of our loyalty data, giving brands a more unified way to connect with customers where relevance matters most.”
Myer group chief customer officer Amanda McVay said the new retail media proposition will be an evolution of the group’s current advertising opportunities for brands.
“Myer has one of the country’s most engaged loyalty communities, a rapidly growing digital business and a trusted retail brand that connects with millions of Australians,” McVay said.
“Brand partners will have the opportunity to further reach Myer customers and MYER one insights will help power campaigns and marketing activity across a broader suite of customer touch points.
“We are continuing our strategy of becoming a true omni-channel retailer and our retail media network will drive customer engagement for Myer Group and our brand partners.”
As part of the rollout, Myer has also signed on Mirakl to help target advertising. McVay said the critical first step will be launching its first retail media onsite digital advertising platform across myer.com.au, through its partnership with Mirakl - the firm that led the marketplace rollout for the department store.
"This onsite advertising opportunity will allow our brand partners to launch targeted, high-performing sponsored products and campaigns with measurable returns," McVay said.
Mirakl’s CEO of Asia Pacific and Japan, Tzipi Avioz, said Myer is building a next-generation retail platform, with retail media being a “powerful extension to that strategy”.
Last month the Mirakl marketplace platform was launched across Myer online, adding more than 25,000 new products and leading global brands to Myer’s online offering.
Myer’s push into retail media joins a raft of other retailers jumping on the bandwagon, including David Jones through Amplify.