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A Critical Analysis on the Promotional Strategies used by Myer

Myer uses a large number of promotional strategies and marketing techniques to encourage shoppers to buy its products. This analysis reflects on some of these strategies by examining a case study of one of its products: a Salt&pepper Wanderlust Aspen 425g Scented Candle. A photo is shown below.

Photo of the product in focus: a scented Candle by Salt&pepper.

Awareness of product

By adding this product on its online shopping platform, Myer allows a wide demographic of audiences to view this product. By including a description, price, delivery options, and pictures of the product, Myer creates awareness and allows consumers with a simple Wi-Fi connection to access and buy the product with ease. A screenshot of the online shopping system is shown below. Enticing the consumers with vivid descriptions along with the validity of the company from which the product originated (ie. Salt&pepper is a family-owned homeware company based in Melbourne), Myer subtly creates the atmosphere that this product is an essential item for consumers. Another technique that is used to convince more consumers to buy the product is through customer reviews. Verified customers can post a rating and comment on the product, and if the reviews are satisfactory, this can further increase purchases. In store, there are typically samples on display for consumers to try the product to make sure that consumers are satisfied before purchasing an item. Having samples readily available in store increases overall customer satisfaction.

Screenshot of the Salt&pepper Wanderlust Aspen 425g Scented Candle page on Myer's online shopping website.

Promotion strategies

Memberships

Myer is clever with leveraging promotional strategies to continuously draw in customers. The Myer One loyalty program allows Myer members to earn credit when shopping at Myer. Once enough credit is gained, consumers can convert credit to vouchers to encourage more spending. Being a member allows consumers direct access to free samples, events, and more in-store promotions. However, Myer understands that not all customers are interested in loyalty programs, so the company also uses non-member promotions. Sale events such as Mother’s Day sale is a classic incentive to encourage shoppers to take advantage of in-store or online sales. If shopping online, there are also options of free delivery if consumers buy up to a certain amount. 

Social Media

Myer is active on social media and uses online platforms to engage with current and new customers. Advertisements on TV or social media platforms allow their products to reach new audiences. Social media is a strong way to keep customers informed of any new sales, deals, or promotions. Working with influencers is also a method to engage with new consumers. One current trend is to display videos or photos of Myer employees behind the scenes to showcase a realistic and “human” side of the company. This allows customers to easily relate to the company culture, bringing in more consumers. Sending bulk emails to Myer members is also strategy to allow customers to “window shop” online. A screenshot of Myer's Instagram is shown below.

Screenshot of Myer's Instagram page

Policies

Myer is transparent about the refund policy for customers, enabling a better customer experience. Policies such as a “30 day return guarantee” is an example of how Myer accommodates for its customers. Furthermore, offering a wide range of payment methods, such as PayPal and AfterPay, is also a smart way to cater for a large range of audience. 

References

https://www.myer.com.au/p/salt-pepper-wanderlust-aspen-candle-425g

https://smallbusiness.chron.com/top-ten-promotional-strategies-10193.html

https://blog.bannersnack.com/marketing-promotion-strategies/


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