This document outlines New Myer's strategic priorities to engage Chinese consumers through digital platforms. It discusses building an omni-channel shopping experience, identifying starting points like WeChat stores and a website in Chinese, and conducting a 10-week pilot program to test initiatives like a red envelope game and exclusive offers. The key to success is understanding Chinese consumers' preferences for social, mobile, and digital experiences and leveraging the Chinese digital ecosystem through initiatives like games, clienteling, and an integrated digital platform.

1. ENGAGINGCHINESE
CONSUMERSWITH
DIGITALPLATFORMS

2. “Inthebattletostayrelevant,
organisationshavetobecapableofchangingmore
quicklyandmorecomprehensivelythaneverbefore.”
Gary Hamel, Associate Professor, London Business School

3. UNDERPINNED BY ORGANISATIONAL CAPABILITY
- Efficientoperating
model
- Technology,
processes,systems
- Execution
focusedculture
- Strengthened
balancesheet
WONDERFUL
EXPERIENCES
CUSTOMER
LED OFFER
OMNI-CHANNEL
SHOPPING
PRODUCTIVITY
STEP CHANGE
2 3 41
NEW MYER
FOUR STRATEGIC PRIORITIES

4. PRODUCTS AND SERVICES
Current New
Current
CUSTOMERANDMARKETS
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. 5
NEWCUSTOMERSANDMARKETS
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

6. Shipping to
China?
Travellers or
students?
WeChat
store?
WeChat pay
and Alipay?
What are the best dates?
Website in
Chinese?
IDENTIFYING A STARTING POINT

7. ©2017 ThoughtWorks Inc. Confidential - please do not distribute.
7
10-WEEKPILOT-TEST&LEARN
MARKET AND
USER RESEARCH
DIGITAL
PLATFORM
BUILD
PLATFORM LAUNCH
RESULTS
ANALYSIS FOR
FUTURE
INVESTMENT
WEEK 0 WEEK 3 WEEK 10WEEK 9

8. 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

9. ©2017 ThoughtWorks Inc. Confidential - please do not distribute.
ROADMAPFORFUTURE
DISCOVER
ENABLE
SCALE
Early conversion
and Buy-in
Build and deliver unique Myer
value, and strengthen
organisational capability for China.

10. 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.

11. UNDERSTANDING
THE DIFFERENCE
1 2 3 4 5

12. YOUNG SOCIALMOBILE SAVVY

13. EXPECTATION
& MOTIVATION
TOOLS &
CHANNELS
CULTURE &
LANGUAGE
DIGITAL
BEHAVIOUR

14. IDENTIFYING THE
CONNECTION
2 3 4 51

15. IN THE STORE
CHINESE
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.

16. - The Australian elements
- One stop destination for affordable gifts.
- In store scenario as the direct touch points to
build and strengthen connections
THE CONNECTION

17. LEVERAGING CHINESE DIGITAL
ECOSYSTEM IN CREATING NEW
SERVICES AND EXPERIENCE
32 4 51

18. ‘SHAKE SHAKE’

19. 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 Y
L E V E L O N E1
’ ’
$20
Treasure Hunt for Golden Week (1st October)

20. ENABLING TEAM MEMBERS
AND BRANDS
42 3 51

21. 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

22. BUILDING VIRTUAL TEAMS
FOR QUICK EXECUTION
52 3 41

23. EXCLUSIVE OFFERS
Marketing
Store
Retail Operation
Merchandise
Legal
Business
transformation
Data

24. CHINESE
DIGITAL
ECOSYSTEM
BUILD
CONNECTION
DELIVER
VALUE
CUSTOMERS
DISCOVER EXPERIENCE
PURCHASEADVOCATE
A HOLISTIC DIGITAL PLATFORM FOR LONG
TERM ENGAGEMENT

25. CUSTOMERS
DISCOVER EXPERIENCE
PURCHASEADVOCATE
BUILD
CONNECTION
DELIVER
VALUE
CHINESE
DIGITAL
ECOSYSTEM
A HOLISTIC DIGITAL PLATFORM FOR LONG
TERM ENGAGEMENT

26. AT ALL TIMES, MOVE
QUICK AND BE BRAVE
TO CHANGE