Australian retailer Myer to target customers using data analytics

Australian department store chain Myer is adopting leading-edge marketing techniques used in the US and UK to target customers. Data analytic tools will use customer information collected through its co-branded credit card, point-of-sale transactions and its loyalty program.

This capability will provide a better understanding of customer behavior and spending patterns. Myer plans to analyze these trends to launch campaigns targeted at specific geographic areas or consumer groups. These campaigns would be closely monitored and would provide the foundation of major targeted marketing drives leading up to Christmas. At the heart of the new marketing push is Myer's customer information warehouse, which was moved to the company from former parent Coles Group.

“If you want to be a customer-centric organization, you’ve got to… take a really big step forward on customer analytics and loyalty” said Myer Director Timothy Clark.

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Myer is Australia’s largest department store group and a leader in Australian retailing. With approximately 16,000 team members across Australia, Myer offers an unrivaled choice in the latest national, international and exclusive to Myer brands. It operates 65 stores across Australia with a turnover in excess of $3 billion annually.

Indus Insights is a specialized consulting firm that assists organization in leveraging analytics to drive business performance. They use state-of-the-art mathematical and statistical techniques to unlock game-changing insights hidden in data; and then translate these insights into actionable strategies.