ENGAGING CHINESE CONSUMERS WITH DIGITAL PLATFORMS

“In the battle to stay relevant,organisations have to be capable of changing more

quickly and more comprehensively than ever before.”Gary Hamel, Associate Professor, London Business School

UNDERPINNED BY ORGANISATIONAL CAPABILITY

- Efficient operating model

- Technology, processes, systems

- Execution focused culture

- Strengthened balance sheet

WONDERFUL EXPERIENCES

CUSTOMER LED OFFER

OMNI-CHANNEL SHOPPING

PRODUCTIVITY STEP CHANGE

2 3 41

NEW MYER FOUR STRATEGIC PRIORITIES

PRODUCTS AND SERVICESCurrent New

Curr

ent

CUST

OM

ER A

ND

MAR

KETS

New Current Products sold to

New Customers or Markets

Current Products sold to Current Customers

New products and Services sold to New Customer and Markets

New Products and Services sold to Current Customers

THE OMNI-CHANNEL SHOPPING TRANSFORMATION FRAMEWORK

5

NEW CUSTOMERS AND MARKETS

1.4M Chinese tourists visited

Australia in 2016

$8,000 spend on average,

per person

27.4% p.a. CAGR prediction of global cross-border

B2C volume

Shipping to China?

Travellers or students?

WeChat store?

WeChat pay and Alipay?

What are the best dates?

Website in Chinese?

IDENTIFYING A STARTING POINT

©2017 ThoughtWorks Inc. Confidential - please do not distribute.

7

10-WEEK PILOT - TEST & LEARN

MARKET AND USER RESEARCH

DIGITAL PLATFORM

BUILD

PLATFORM LAUNCHRESULTS

ANALYSIS FOR FUTURE

INVESTMENT

WEEK 0 WEEK 3 WEEK 10WEEK 9

85% of gift cards redeemed

within 2 weeks

RED ENVELOPE GAME SHAKE SHAKE

400% ROI

28,000 Product

offers were viewed

12 Shakes per

visit (on average)

15.43% Average daily growth rate

127,000 Content views

WECHAT ACCOUNT

PILOT RESULTS

©2017 ThoughtWorks Inc. Confidential - please do not distribute.

ROADMAP FOR FUTURE

DISCOVERENABLE

SCALE

Early conversion and Buy-in

Build and deliver unique Myer value, and strengthen

organisational capability for China.

10

Myer Video

After the video, Chen Si will be introduced by Pete as the engagement lead, she will talk about the key factors that will lead to success in engaging Chinese consumers.

UNDERSTANDING THE DIFFERENCE

1 2 3 4 5

YOUNG SOCIAL MOBILE SAVVY

EXPECTATION & MOTIVATION

TOOLS & CHANNELS

CULTURE & LANGUAGE

DIGITAL BEHAVIOUR

IDENTIFYING THE CONNECTION

2 3 4 51

IN THE STORECHINESE CUSTOMERS

TEAM MEMBERS

I want to get an iconic product as a gift for friends.

I’m buying for other people, where are these available?

I want to share my shopping experience on WeChat.

Am I getting the best price?

I want to explain the products.

Do you have THIS product in stock?

I want to give discount and incentives.

I’m using my personal WeChat account to build 1on1 relationship.

I want to reach out to more Chinese customers.

I do my research on price and availability in China and Hong Kong.

I want to register for Myer One.

Apart from product we also have high quality services in the store.

- The Australian elements - One stop destination for affordable gifts. - In store scenario as the direct touch points to

build and strengthen connections

THE CONNECTION

LEVERAGING CHINESE DIGITAL ECOSYSTEM IN CREATING NEW SERVICES AND EXPERIENCE

32 4 51

‘SHAKE SHAKE’

GAMES

Red Envelope game on Chinese New Year

T R E A S U R E H U N T I N G

S Y D N E YL E V E L O N E1

’ ’

$20

Treasure Hunt for Golden Week (1st October)

ENABLING TEAM MEMBERS AND BRANDS

42 3 51

专属大师班 在此次活动中，您将体验到独特的的皮肤护理，还有我们的皮肤专家的给您专业的荐产品最适合您的皮肤类型和状况。

Brand guide Cosmetics world

CLIENTELING

BUILDING VIRTUAL TEAMS FOR QUICK EXECUTION

52 3 41

EXCLUSIVE OFFERS

Marketing

Store

Retail Operation

MerchandiseLegal

Business transformation

Data

CHINESE DIGITAL

ECOSYSTEM

BUILD CONNECTION

DELIVER VALUE

CUSTOMERS

DISCOVER EXPERIENCE

PURCHASEADVOCATE

A HOLISTIC DIGITAL PLATFORM FOR LONG TERM ENGAGEMENT

CUSTOMERS

DISCOVER EXPERIENCE

PURCHASEADVOCATE

BUILD CONNECTION

DELIVER VALUE

CHINESE DIGITAL

ECOSYSTEM

A HOLISTIC DIGITAL PLATFORM FOR LONG TERM ENGAGEMENT

AT ALL TIMES, MOVE QUICK AND BE BRAVE TO CHANGE