Myer Customer Onboarding | Case Study

Project Overview

The lack of a robust onboarding phase in the customer journey for new members was identified as a leading cause of poor member activation and program understanding.

This project focused on developing the strategy, creative concepts and final designs for a best in class automated targeted onboarding journey to activate and educate new members.

Customer objective

To educate and inform new customers about the value that the MYER one program could offer.

Business Objective

To improve new customer activation and average spend within the first three months.

MYER one

MYER one is the loyalty program for Australia’s favourite department store. With the vision of excellence in friendly, helpful service and high-quality brands - MYER one aims to create compelling value at every touchpoint of the customer experience.

Industry:

Loyalty, Retail

Company size:

ASX listed 4,500+ employees

Collaborated with T&H:

2019

T&H Services:

Concept Development
CX Audit
Direct Response Design
Omnichannel Campaigns & Journeys
Loyalty

Approach

This project was broken down into two phases:

Strategy: An extensive review of MYER one’s existing onboarding strategy and the current data and system capabilities and limitations was undertaken. From there, an in-depth industry review of best practice case studies was completed. Using these insights, we developed the desired onboarding journey whilst overlaying a test and learn approach.

Creative: Development of a suite of five onboarding emails and supporting landing pages as part of the overarching onboarding journey and proposed test and learn strategy. Three key concept territories were explored, and the preferred was rolled out across responsive desktop, tablet and mobile designs. Production-ready files were then provided to MYER for implementation. One of the biggest challenges was ensuring the creative had flexibility and longevity, given it was developed prior to the brand refresh.

Results

6X ROI from onboarding journey optimisation
The average spend of new members increased by 6% in the first three months
Increase in customer acquisition by 10% within the first three months

Bernard Wilson - GM Loyalty Data & Media (Former role) MYER

It’s rare to find a marketing agency that can stretch across strategy, creative brief and ultimately execution expertise. They’re passionate about brand application, but always linked to the desired customer journey and commercial outcome. They’re the custodians of the customer, whilst optimising between short & long term performance and driving activity.