It’s not an easy time for bricks and mortar retail. Myer isn’t the only store in Australia being challenged by aggressive competition and a tough economic climate.
But last Christmas, Myer pulled out all the stops to inspire buyers with the magic of Christmas. It went far beyond the traditional Christmas campaign and Christmas windows. Y&R ANZ’s Ideaworks turned the entire sixth floor of Myer’s Sydney CBD store into a magical world called Wonderland.
Children’s wear sales at Myer increased 15.2% and toy sales 8.2% over the same period the year before. Wonderland traffic peaked at 52%, 470% higher than the rest of the store and overall foot traffic increased by 11%.
Wonderland by Myer has been noticed and applauded. It has won in three global categories at this year’s Shop! Global Awards in Chicago.
Of the fourteen global awards, Wonderland by Myer took home the Category Management; Mass Merchants, Non-Food, Permanent; and Department Store Design categories, making IdeaWorks the most successful company at the GlobalShop event. Wonderland qualified for the event after winning a spectacular ten awards at 2017 POPAI Marketing at Retail Awards, including Best in Show.
And Ideaworks’ triumph helped Australia to have an especially successful year at the Shop! Global Awards. Australia won five of the fourteen global categories, one more than last year’s tally.
Together with fellow WPP company, ACTIVE Display Group, IdeaWorks is also continuing to create retail and theatrical experiences throughout Myer stores – experiences which have even become tourist attractions in their own right.
Danny Lattouf, regional head of retail, Y&R ANZ, commented, “To build on our Australia and New Zealand success with Myer on a global platform is something truly humbling. We’ve worked so hard to create what we believe to be a world class customer experience.”
Carla Bridge, General Manager, POPAI ANZ, added, “With increased competition and a breaking down of the walls which once held out global competition, Australian retail marketers have stepped up to the challenge and are well and truly holding their own, proving themselves as among the best and brightest in the world.”
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