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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

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