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retail-and-direct-sales

Give Registry

Agency: Clemenger BBDO Melbourne    •    Client: Myer    •    Category: Retail and Direct Sales    •    Award: Gold Award

At 117 years-old and with 60+ stores nationwide Myer is Australia's oldest and largest Department Store. International competition, the rise of fast fashion, and rapid growth in online shopping mean that like all Department Stores around the world, Myer is fighting for relevance. The brief was to stem the exodus of Myer's key shoppers (18-54 year-old women who were in 3% YOY decline) and give these shoppers new reasons to shop a Department Store. Key success metrics were customer footfall, average basket size and brand awareness/consideration

Campaign Objective

In 2016 Myer aligned itself to the Salvation Army, Australia’s leading Family Violence charity. Research showed 18-54 year-old Australian women believed more needed to be done to tackle the issue and as 1 in 4 Australian women are affected by Family Violence, a large percentage of Myer’s key shoppers had direct or indirect experience of it. Rather than simply making a donation to the Salvation Army, we urged Myer to create a corporate giving initiative that engaged its shoppers and engendered a newfound loyalty. Something to give shoppers new reasons to visit. We knew that a company that is seen to give back enjoys positive brand associations and can build stronger emotional connections with its customers. Over 70% of Australian employers believe Corporate Giving programs help deliver enhanced reputation for their company and its brand. Our challenge was to work out a meaningful role for Myer within the broad Family Violence problem, one that made sense for a Department Store

Target Audience: 

Through consultation with victims of family violence we’d discovered that women’s flight from home when escaping violence is unstructured and fast. There’s no time to pack or take possessions. Rather than receiving money, what victims really need are bare essentials to start rebuilding their lives. Simple objects that most people take for granted, but items are so varied, only a Department Store can fulfil them. Our idea was the ‘Give Registry’ – a twist on the traditional Department Store ‘gift’ registry. It’s a list of 40 essential items that can be bought and donated to victims of family violence by Myer customers. Myer then matches every donation one-for-one. The Give Registry operates year-round in all Myer’s 60+ stores

The Execution

In 2016, H&M, Zara and Uniqlo accounted for revenue just shy of $760m in Australia. The Australian consumer is in love with Fast Fashion, not the traditional Seasonal fashion of Department Stores. Further compounding Myer’s situation is the rapid growth in online shopping with 8.7m of the 14+ Australian population buying something online within the last four weeks. And with footfall declining at 3% YOY, Myer needed to change tack. In September 2015, a new-look Myer management team launched a five-year ‘New Myer’ turnaround strategy. Their vision was to overhaul the merchandising strategy from an emphasis on owned Myer brands to brands Myer customers desire the most, to over-invest in fewer flagship stores rather than spreading capital expenditure evenly across every store, to boost their omni-channel service offering across different digital platforms, and to realise efficiencies across their supply chain. However, while the new Myer team was executing a longer-term plan to fix its business, there was an immediate need to re-connect with Myer’s core audience. Myer needed new reasons to bring customers back in store. Working in partnership with Myer on this challenge, we started focusing on Myer’s legacy in Corporate Giving and CSR – and specifically their recent commitment to the Salvation Army and Family Violence. After all, in 2013/14 Corporate Giving in Australia totaled $3.3billion with over 81% of all Australian businesses making a donation. Despite its popularity, there is little innovation in the Corporate Giving space. Most companies employ a stereotypical approach to aligning themselves to chosen causes and raising or donating funds. We believed that to drive re-appraisal of the Myer brand however, it wouldn’t be enough to simply tell people about Myer’s commitment to Family Violence. We needed to do something that was surprising, innovative and required Myer to put some skin in the game, not just simply make a donation. Like many briefs there were some significant limitations to our creative thinking that had to be considered: – We needed to give customers a new reason to visit that didn’t rely on competing on price. Myer’s business strategy relied on doubling profits YOY so we couldn’t give away margin – Our idea needed to be self-sustaining and cost effective. Once implemented there was a minimal annual budget of $200,000 to support marketing and logistics for the initiative. – Myer wanted to create a meaningful social impact. This wasn’t CSR for the sake of it, instead we had to genuinely contribute to solving a societal problem

The Stats

We announced the creation of the Give Registry at a press launch on 1st Aug 2016. Myer ambassadors stood alongside Myer’s CEO and survivors of Family Violence to introduce the new initiative and initiate the PR push. At launch we wanted a key visual that encapsulated the initiative and could run across all communications acting as a visual prompt for people to donate when they saw it. We created a logo lock up for the Give Registry and visuals of a smashed coffee cup, teapot and vase that had been pieced back together. Our lockup included the words ‘The Give Registry, helping women rebuild their lives one piece at a time’. This asset formed the basis of our launch media, all web assets, it was the key icon in-store and oversized depictions of the broken cup ran across all Myer’s windows too. From a paid-advertising perspective our focus was an emotive video series developed using voices of real victims of family violence. Each video featured a product available on the Give Registry and the voice of a victim talking about what that product meant when they set up a new home. These videos ran on TV and across paid digital/social. Re-targeting ensured our intended audience saw multiple instalments and digital advertising drove traffic to myer.com.au and in-store. We also focused on reinforcing the campaign with Myer’s existing customers. We executed a takeover of myer.com.au and all Myer’s social channels for a two-week launch period (myer.com.au receives approximately 8 million unique visitors a year). We also included leaflets about the campaign in Myer one loyalty mailers and an EDMs to all Myer one customers. Finally, the scale of Myer’s national footprint and customer footfall meant we also made a significant investment in owned assets. Throughout Myer stores, ‘pop-ups’ were constructed to display the Give Registry range, explain how it worked and drive donations.

The Results

From a direct sales-perspective we delivered $608,704 of Give Registry sales from the 1st Aug 2016 – 28th Feb 2017. This represents the sale of 20,697 individual items. We are well on track to achieve Myer’s stated aim of donating over $1m of essential items to women in need in the project’s first year. Importantly, the Give Registry also drove incremental revenue via increased basket size. The average basket size for a Myer customer is $116. Give Registry customers had an average basket-size of $152 (excluding the value of the item they also purchased/donated from the Give Registry). Put another way, a Give Registry customer spends 31% more than a non-Give Registry customer at Myer. A compelling statistic in support of the positive business impact of the initiative. In August and September 2016 Myer also experienced a 1.5%

YOY increase in footfall across its store network, reversing the negative 3% YOY decline. It’s not possible to identify the Give Registry as the sole contributor to this increase but as the main communications focus during that period it is reasonable to deduce that the Give Registry was a major contributor. Aside from footfall and sales, the campaign delivered a broad and positive brand halo. The earned media value of the launch was estimated at over $1.5m by Myer’s Corporate Affairs team. The reach of the paid campaign was effectively doubled as we transformed a $250,000 media budget into the equivalent of $442,000 through media partners matching Myer’s spend dollar for dollar. The performance of our video content surpassed Myer benchmarks in social. By example, our videos were viewed on Facebook and YouTube a total of 1.28 million times in the first two weeks with likes, shares and comments totaling 662,398. The average VTR for the videos was 36%, surpassing Myer’s content norm of 20%. Social commentary was incredibly positive and highlighted that people were passionate about the project. Perhaps the most compelling statistic is the Social ROI calculation (detailed in following section) that shows that for every $1 Myer spent bringing Give Registry to market, $4.54 was donated to women in need.

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