• Cathryn Mahon

Where did the Myer Magic go?

When I was a child shopping at Myer it was an exclusive, exciting experience. The store was always well presented with beautiful, sparkling displays; the assistants were always well dressed with lovely smiles. I relished the opportunity to visit Myer. Then as the years have passed, yes I have grown older and supposedly wiser. I take more notice of my surroundings and not through thick, rose coloured glasses as much and now I am disappointed every time I go into Myer. The magic has disappeared. The displays are dusty, the showroom floor is cluttered and messy. The assistants don't acknowledge your existence until you are wanting to make a purchase. These days I always leave a little sadder, I know unless a massive overhaul and total change of mindset from the top down is executed, this once retail giant will be another statistic in the administration riot just like Roger David.

How did this happen? Yes online shopping, higher cost of everything from electricity, water, wages and everything else, but is that the only reason Myer is looking down the barrel into liquidation? No its not! In the efforts of cutting back to save cost they 'forgot' to invest in the more crucial part of the business - who solely have the ability to save the company; The Employees! They are the ones who are face to face with customers EVERY SINGLE DAY - who knows the customers best? They do! Who knows what sells, what customers enjoy, dislike, what makes them loyal? The Employees! They are also the ones who can cripple a business by their disengagement too and that is what I experience every time I go there now.


How did this happen? Yes online shopping, higher cost of everything from electricity, water, wages and everything else, but is that the only reason Myer is looking down the barrel into liquidation? No its not! In the efforts of cutting back to save cost they 'forgot' to invest in the more crucial part of the business - who solely have the ability to save the company; The Employees! They are the ones who are face to face with customers EVERY SINGLE DAY - who knows the customers best? They do! Who knows what sells, what customers enjoy, dislike, what makes them loyal? The Employees! They are also the ones who can cripple a business by their disengagement too and that is what I experience every time I go there now.


The Myer Magic has gone, lost in the lack of enthusiasm, innovation and care for one another by the Department Store. I personally hope it is not to late for the store to save itself and turn it all around, the quality of their products are still superior, the range generous and diverse.


Kmart has successfully pulled off the biggest brand reinvention I have witnessed. They were the low cost, poor quality, cheap and nasty store - Now their range quality has improved slightly but not much, their prices are lower than before however their biggest achievement is the transformation of the environment and experience of the Stores. They innovated in a drastic way and it has paid off hand over fist. Their displays are simple and elegant, when you walk in its light, bright and beautiful. Yes their centre store checkouts is weird and a tad annoying - making you rustle round in the bag to find the receipt to leave the store. Actually its ingenious way of extracting even more out of customers who enter the store by understanding exactly how a shopper - Shops! They used what was once 'No Mans Land' of cheap items and put the Registers there, so now customers are drawn to the peruse the outer limits of the store like they usually would. This is innovation at its finest and works perfectly in this setting. Think back though - Who did Centre Checkouts first? Myer! Since they opened in Bendigo in 1900 the Stores have had multiple checkouts throughout the store.


Kmart has successfully pulled off the biggest brand reinvention I have witnessed. They were the low cost, poor quality, cheap and nasty store - Now their range quality has improved slightly but not much, their prices are lower than before however their biggest achievement is the transformation of the environment and experience of the Stores. They innovated in a drastic way and it has paid off hand over fist. Their displays are simple and elegant, when you walk in its light, bright and beautiful. Yes their centre store checkouts is weird and a tad annoying - making you russel round in the bag to find the receipt to leave the store. Actually its ingenious way of extracting even more out of customers who enter the store by understanding exactly how a shopper - Shops! They used what was once 'No Mans Land' of cheap items and put the Registers there, so now customers are drawn to the peruse the outer limits of the store like they usually would. This is innovation at its finest and works perfectly in this setting. Think back though - Who did Centre Checkouts first? Myer! Since they opened in Bendigo in 1900 the Stores have had multiple checkouts throughout the store.


So what could Myer do differently? I believe one part they are missing the most is the exclusive, luxurious feel with personal touch. When I am purchasing high end clothing I want assistance and guidance in my decisions. Someone to help me understand what looks good, what accessories, bag, shoes go with the outfit. This is an experience I would return for time and time again. The next thing they need to investigate is their cluttered showroom floors - less is definitely more when it comes to enjoying a shopping experience.

What can you change in your business or services to make you more unique, personalised and different? Also think about how can you support your employees to become your biggest marketing asset and referral network for your business.


Have a fantastic day and remember to Stand Out and Shine!



My Best Regards

Cathryn Mahon - Wild Dynamics

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Created for Wild Dynamics© 2018 by Wild Dynamics©. 

Cathryn Mahon - Business Mechanic

Bendigo, VIC 3550

Ph: 0427073337

chat@wilddynamics.com