Myer is set to launch a new initiative to bring entertainment back to late-night shopping during Spring.
From September 05 Myer stores in Sydney City, Brisbane City, Melbourne City and Chadstone will greet customers with a unique shopping experience after 5pm on late-night shopping days.
The lights will be turned down, the music will be turned up, while entertainment, offers, activations and a glass of bubbles will be on offer to consumers as they shop.
Myer chief customer officer Geoff Ikin said the Myer After Dark initiative forms another pillar of the business' 'Customer First Plan.'
"Myer After Dark is a part of our Customer First Plan, where we are focused on transforming the customer experience in store by creating more unique and differentiated shopping experiences.
"We want to make late night trade more fun and interesting for our customers and we are responding to what our customers want.
"Myer After Dark will see stores turn down the lights, turn up the music and bring excitement, theatre and energy back to late night shopping.
"We think it will be a hit with our customers, and we encourage them to come along and sip, shop, play," he said.
The announcement follows other developments at Myer including the appointment of Australian actress Asher Keddie as its new style ambassador and its new Beauty Emporium space in the Sydney City store.