Omni-channel a bright spark in Myer's mixed full-year results

CEO Richard Umbers says department store giant was disappointed not to reach NPAT targets but reported a stronger, customer-focused business off back of New Myer strategy

Myer’s CEO says the business is ramping up initiatives to accelerate omni-channel business growth after reporting mixed results in its full-year report.

The ASX-listed department store giant reported a 1.4 per cent drop in sales to $3.2 billion in the year to 29 July 2017, a decrease of 0.2 per cent on a comparable store basis. A significant contributor to this was its Q4 sales result, down 1.5 per cent year-on-year.

Notably, FY2017 NPAT was 2.2 per cent down from last year’s $69.4 million to $67.9 million, pre-implementation costs. Net profit came in at just $11.9 million after implementation costs were deducted, a drop of 80 per cent.

In a statement, Myer CEO, Richard Umbers, said the group was disappointed not to have reached its target of exceeding last year’s NPAT results, and acknowledged progress against key metrics was slower than anticipated.

A bright spark was Myer’s omni-channel business and its online store, which reported a 41.1 per cent increase in sales over the past 12 months. Umbers said omni-channel sales, including those made across 2500 iPads in-store, reached $177 million over the 2017 financial year, and represented 8.2 per cent of total sales in July.

In addition, click and collect had grown substantially and represented 15 per cent of orders in July.

Other strategic activities pointed to by Umbers on the customer front included the introduction of several high-profile brands, such as Forever New, Quicksilver, Roxy, Jak + Jones Premium and Darren Palmer Home, along with Myer’s support and experiential work around the Katy Perry Tour and Sydney ice skating rink. The retailer has also launched personal shopping suites at seven stores, upgraded fitting rooms at eight stores, and rebalanced labour hours in favour of customer-facing roles.

Moving forward, Umbers said the New Myer agenda in FY18 was about prioritising investments in omni-channel sales, as well as finding greater productivity and efficiency improvements across all assets. Over the past 12 months, Myer has closed three stores and today, it confirmed plans to close three more.

“We have made significant progress to deliver New Myer, which has assisted the company to withstand the challenging retail trading conditions characterised by heightened competition, subdued consumer sentiment and discount fatigue,” Umbers commented.

“Myer has become a leaner, more productive and efficient retailer, better placed to compete in a rapidly changing environment. In the year ahead, we will be rolling out further initiatives, particularly in our strongly performing omni-channel business, in anticipation of a further wave of change in consumer and competitor behaviour.”

Myer is nearly two years into its ‘New Myer’ strategy, a $600 million transformation plan aimed at turning the business around through customer-led offers, wonderful experience, omni-channel shopping and a productivity step change.

In July, Myer confirmed one of the key executives behind its plans, deputy CEO, chief merchandise and customer officer, Daniel Bracken, was leaving amid ongoing tough retail trading conditions.

Prior to his departure, Bracken worked to secure a range of high-quality global brands for stores including John Lewis, Jak + Jones Premium, Radley, Oroton and Saba. Since the launch of ‘New Myer’ in September 2015, he also oversaw more than 700 new or upgraded brand installations.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu   

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Why defining brand strategy is vital to capitalising on quick wins

Big brands were once protected from small brands by high barriers to entry. Big brands had the resources to employ big agencies, to crack big ideas and to invest in big campaigns. They had the luxury of time to debate strategies and work on long-term innovation pipelines. Retailers used to partner with big brands.

Troy McKinnna

Co-founder, Agents of Spring, Calm & Stormy

3 ways to leverage the talents of your team to avoid disruption

​According to the World Economic Forum in its most recent The Future of Jobs report, the most important skills for the future are not technical, task-oriented skills, but higher-order skills such as creativity, social influence, active learning, and analytical thinking.

Gihan Perera

Futurist, leadership consultant

CMOs, it’s time to stop squandering customer attention

Businesses continue to highly value the attention they buy through paid media, yet at the same time, many continue to disregard and under-value opportunities to connect with customers using their owned media.

Well written Vanessa!! Agreed with your view that human experience is marketing's next frontier. Those businesses who are focused on the ...

Clyde Griffith

Forget customer experience, human experience is marketing's next frontier

Read more

Great tips for tops skills need to develop and stay competitive

Nick

The top skills needed to stay competitive in a rapidly changing workforce

Read more

The popularity of loyalty programs is diminishing, though I'd say it is because customers are savvy enough to recognise when a loyalty pr...

Heather

It’s time for marketers to rethink their approach to ‘loyalty’

Read more

Thanks Nadia for sharing this blog. It has really useful and amazing information about Salesforce Commerce Cloud and digital engagement w...

Holly Smith

Adidas taps data and technology smarts to build personalised digital engagement with consumers

Read more

clearly someone who's jealous and only comments from the safety of being behind their keyboard

Peter Sibson

The purpose of purpose - Brand science - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in