Myer drives towards omnichannel

Retailer Myer will relaunch its website in the coming months, under an "omnichannel" strategy aimed at integrating the online and offline shopping experience for customers.

Myer is building the site on top of IBM's WebSphere software. The new site is intended to go live before the Christmas buying season.

The omni-channel strategy is designed to allow customers flexibility in how they buy from the retailer. An order might be placed online, with the customer picking up in-store, or vice versa.

Customer loyalty incentives are also regarded as a key part of an omnichannel strategy.

Myer declined to comment for this article but provided some insight into its strategy in its full year results statement, released last month.

In that statement, chief executive Bernie Brookes described past investment in point of sale, inventory and order management as critical to the omnichannel approach.

“We are focused on delivering a seamless customer experience across all digital and retail touchpoints,” Brookes stated.

Brookes said Myer had experienced significant growth in its online channel, with internet sales doubling in the last twelve months and 14 million unique website visits in the preceding year.

Myer reported a 1.3 precent drop in sales for the 2011-12 financial year. Gross profit was slightly up, rising 1.3 percent to $1.288 billion, while overall earnings were down 7.7 percent, to $311.8 million.

Competitor David Jones is also working with IBM amid falling profits, dedicating 200 technologists -- including IBM contractors -- to its multi-channel project.