Who Are the Core Customers of Myer Company?

Myer customers are primarily the 7.5 million active Myer One loyalty members who generated over 75 percent of total sales as of early 2026. This segment matters most because repeat purchase frequency and basket size from loyalty members drive gross sales and promotional effectiveness.

Secondary groups include Modern Families buying apparel and homewares for convenience and Affluent Professionals buying beauty and international designer brands. These Myer customer segments skew to ages 30-55 with household incomes above the national median.

Myer primarily serves consumers (B2C) across in-store and online channels, with a mixed omnichannel profile: high-value loyalty shoppers favor in-store for gifting and premium categories, while younger shoppers drive online apparel purchases. See more on governance in Leadership and Ownership of Myer Company

The most commercially important segment remains Myer One loyalty members-high-frequency, high-ticket customers who accounted for over 75 percent of sales in early 2026 and drive peak seasonal revenue (gifting and holiday events). Targeting these Myer high-value and frequent shoppers maximizes ROI.

Tier 1 shopping centres such as Melbourne Bourke Street and Sydney City drive the highest sales per square metre, attracting Myer customers who make high-value, full-price purchases and engage with premium brands.

New South Wales and Victoria account for the largest share of the 56-store network, concentrating Myer customer demographics in urban suburbs and supporting strong in-store footfall and loyalty program activity.

Myer is strongest where physical flagships and the Myer digital channel intersect: flagship stores provide discovery and premium conversion while the online channel and Myer Marketplace expand assortment and capture younger, time-poor Myer shopper profiles.

Demand is growing fastest in the digital channel and Myer Marketplace, which in FY2025 contributed roughly 20-22% of revenue and scales niche categories like sports and technology via third-party sellers without inventory risk; online versus in-store customers are shifting toward convenience and broader choice.

Myer uses Myer One analytics to segment Myer customers and create sub-brands and adjacent categories (wellness, home, lifestyle) targeted at specific Myer customer demographics. The marketplace rollout raised SKU count by over 30% in lifestyle areas in 2025, letting Myer enter new Myer customer segments without diluting fashion and beauty departments. See why customers choose Myer for more on customer choice: Why Customers Choose Myer Company

Myer concentrates capex on store refurbishments that improve the in-store experience for its top shoppers; the top 25% of Myer high-value and frequent shoppers generate over 50% of profits, so stores prioritize premium fashion and beauty layouts and services to keep these customers engaged.

Myer One data drives personalization, targeted promos, and renewals, increasing repeat purchase frequency among Myer loyalty program shoppers; in 2025, Myer reported a measurable uplift in repeat spend from loyalty cohorts, with the top tiers showing double-digit year-on-year growth.

In 2026 Myer positions as a house of brands-protecting brand equity through a disciplined promotional calendar-while using strategic private-label growth to capture the budget-conscious middle market. This approach preserves appeal to Myer affluent shoppers and the Myer fashion-focused customer profile while growing market share among gift buyers and household shoppers.