Myer today announced the launch of the Myer Media Network, powered by MYER one, its in-house retail media offering giving the company’s brand partners increased advertising opportunities and deeper insights to grow their brands with Myer customers.
Myer Media Network will leverage the first party data of the popular MYER one loyalty program and build on the current model of offsite digital and physical advertising and CRM products offered to brand partners. Myer Group Chief Customer Officer Amanda McVay said the new retail media proposition will be an evolution of the group’s current advertising opportunities for brands.
“Myer has one of the country’s most engaged loyalty communities, a rapidly growing digital business and a trusted retail brand that connects with millions of Australians,” Ms McVay said.
“Brand partners will have the opportunity to further reach Myer customers and MYER one insights will help power campaigns and marketing activity across a broader suite of customer touch points.
“We are continuing our strategy of becoming a true omni-channel retailer and our retail media network will drive customer engagement for Myer Group and our brand partners.”
Myer Media Network will give brand partners the ability to serve precision-targeted advertising to customers through Mirakl Ads, an AI-native retail media platform purpose-built for retailers.
“As a critical first step, we will be launching our first retail media onsite digital advertising platform across myer.com.au through our partnership with Mirakl with the Mirakl Ads platform. This Onsite Advertising opportunity will allow our Brand Partners to launch targeted, high-performing sponsored products and campaigns with measurable returns,” Ms McVay said.
Myer Media Network will be led by Michael Sharlassian who recently joined Myer as the General Manager of Retail Media, whose work has been across marketing and retail media in a number of capacities, including most recently at Coles 360.
“The launch of our Myer Media Network, powered by MYER one transforms how our Brand Partners engage Australian customers. We are building a comprehensive omnichannel retail media offering that unlocks the full scale of our loyalty data, giving brands a more unified way to connect with customers where relevance matters most,” Mr Sharlassian said.
Mirakl’s CEO of Asia Pacific and Japan Tzipi Avioz said the launch of Myer Media Network and an expansion of Mirakl’ Ads offering would provide brand partners with a step change to grow audiences.
“Myer is building a next-generation retail platform, and retail media is a powerful extension of that strategy. By combining Myer’s trusted brand, loyalty scale and digital momentum with Mirakl Ads’ retail media advertising technology, Myer can create a high-performing network that delivers value for customers, brands and sellers alike.”
Last month the Mirakl marketplace platform was launched across myer.com.au adding more than 25,000 new products and leading global brands to Myer’s online offering.
