Myer has secured three wins at the International Loyalty Awards, with its loyalty scheme now the third-largest in Australia.
The award wins included ‘Best Use of Customer Analytics/Data’, ‘Best Use of Communications in Loyalty’ and ‘International Loyalty Program of the Year - Global Regional Winner – AusNZ’.
The department store trumped major international retailers across its winning award segments, including Adidas, Vodafone, T-Mobile, Starbucks, and The National Bank of Greece.
"Seeing Myer recognised amongst so many other great brands and initiatives is testament to the great work the Myer team and its partners have done to date," Myer chief customer officer Geoff Ikin said.
"The team are delivering, each and every day, unlocking more value from Myer One and drive deeper engagement with our customers. We are making good progress with a lot more to go."
Myer was also a finalist for the ‘Best Loyalty Industry Innovation’ award, recognised for its Myer’s Pay with Points partnership with CommBank and Virgin Velocity.
The department store's use of machine learning models and personalised CRM ecosystem appealed to judges, alongside its customer value management communications strategy.
According to Myer's half year results, Myer One active members increased to 4.1 million in the last twelve months with new member acquisitions up 36.1%. Myer One gained a tag rate growth of 74% across all transactions in the first half of FY23.
The loyalty program, which includes seven million contactable members in total, is the third largest loyalty program in Australia behind Coles and Woolworths and has the largest active customer database in the country.
Myer One gained a tag rate growth of 74% across all transactions in the first half of FY23.
Myer GM of customer Rob Pope was also listed in the International Loyalty Awards’ 30 under 40.
The global entity said Pope has been “instrumental” in leading the Myer One program and partnerships across the business.
“Through Rob’s leadership, the leading Myer One program is continuing to be a competitive and strategic advantage for Myer.
“Rob and his team will continue to drive the momentum achieved in Myer One, to leverage better insights to inform the business decisions, deliver greater insight and support for their partners.
“Rob has led the expansion of partnerships with recognisable and trusted brands, including Commbank, Virgin’s Velocity Frequent Flyer program and also their newly recruited American Express partnership.”
Australian surf brand Rip Curl was also highly commended in the customer experience category at the awards, recognised for its Club Rip Curl loyalty program.
The judges highlighted Rip Curl’s use of surfing data to generate points for its loyalty members.
“One of the highlights of Club Rip Curl is that members receive points not just for transactions, but also for activities like surfing or completing their customer profile,” the judges said. “All possible using technology in a thoughtful and purposeful way.”