Myer has revived its 'My Store' advertising campaign as the embattled department store looks to improve its outlook in the current retail climate.
In a move to reconnect with customers in the changing omnichannel environment, Myer has re-launched one of its oldest advertising campaigns, ‘My Store’. The retailer’s CEO, John King announced the campaign’s revival on Monday morning, saying TV commercials would start airing straight away.
According to King, Myer is looking towards the future with its new look ‘My Store’ advertisement, as it rolls the campaign out across all of its channels, including digital.
King says the new campaign acknowledges Myer’s long history and the “special” place the department store holds in the heart of Australians, while also looking towards the future. The advertisements have a new contemporary feel to them, and according to King, this is a representation of how Myer is evolving by offering new and exciting online and in-store shopping experiences.
“Myer is Australia’s department store,” King said. “We have been there for generations of Australians, for their everyday life, but also for their most memorable and special occasions, whether that be: ‘My Birthday’, ‘My Christmas’, ‘My Father’s or Mother’s Day’, or ‘My Wedding’.
“The ‘My Store’ campaign showcases how Myer has been and will continue to be, a part of the Australian way of life.”
Myer looks to reconnect with customers through revived My Store Campaign.
According to a statement to the press, one of the key deliverables of the campaign is to reconnect with customers and local communities. Managing Director at Clemenger BBDO, Simon Lamplough, the company behind the new advertisement, said touching the heart of consumers is a key deliverable.
“Our aim was to reignite the feelings that Myer is everyone’s store. There is a huge amount of goodwill towards the Myer brand and the improvements being made to the Myer offering, so it was our job to harness those positive emotions and to remind customers that Myer is their store,” Lamplough said.
The revitalised advert will reportedly form the basis of all of Myer’s promotional efforts over the coming months, with the branding playing a key role in all online and in-store experiences while being amplified across its social channels.
King has also acknowledged the company’s failure to put the customer-first in the past, emphasising how important his customer-first strategy is to both him, and the Myer brand.
“We know that in recent times we have not always got it right for our customers. The new campaign will show that we exist for our customers, that we are putting them first, in every action we take and every decision we make – that we are ‘Their Store’ no matter where they shop with us within Australia,” King said.
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