When loyalty programs evolve, they usually add more layers – new tiers, more partners, shinier perks. But Myer’s relaunch of Myer One goes deeper than that. It’s a quiet masterclass in understanding how people actually behave, not just how marketers wish they did.
Having explored the Myer One program in depth as part of our broader analysis of the loyalty landscape, it’s been valuable to view these changes from an external perspective (noting we have no relationship with retailer) and assess how the redesign stacks up against the factors that surfaced as most critical to loyalty program effectiveness in the Australian market.
Our research report into The Science of Loyalty shows active engagement isn’t created by simply piling on more perks, it is driven by three core components effectively working together. First, brands need to offer benefits people genuinely want, not just superficially value. Second, they must stay present in customers’ lives through timely reminders and moments that naturally spark action. And finally, the experience has to be easy and attainable without hurdles, excessive effort, or friction.
Myer’s redesign is a good example of a program that delivers on all three. It sharpens the appeal of the program, introduces well-timed moments that nudge participation, and removes the pain points that previously held members back. The result is a loyalty experience built around how people actually behave, not how brands wish they would.
Losing its spark
For years, Myer One has held an enviable position in Australian retail. It’s one of the country’s most recognised loyalty programs, with one in two Australian women (51%) and one in three men (34%) recalling joining the program. But reach doesn’t equal engagement. Despite the strong base, participation has been slipping with 42% of members saying they don’t actively use the program, and 13% admitting they’re using it less than they did two years ago.
Meanwhile, the competitive landscape has shifted dramatically. Wesfarmers’ OnePass has unified loyalty across a multi-brand portfolio, raising the bar on convenience and value. And in beauty, a key battleground for Myer, retailers like Mecca have built high-frequency, emotionally resonant programs that shape everyday behaviour. In this environment, the status quo wasn’t enough. Myer needed a step-change, not an incremental tweak.
The next year will be telling. It’s crucial period for Myer to validate whether these changes can truly shift the needle, lifting active participation and delivering real ROI from the program.
Access our full ‘Science of Loyalty’ report for a practical playbook on how to drive active engagement and deliver ROI.
Renata Freund
Founder & Director