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A Myer store in Werribee is breaking the cookie cutter mould of a traditional department store model; with a new target audience in mind.
In September 2015, Myer boss Richard Umbers and CEO Daniel Bracon announced the their five year plan will include a $600 million facelift, including better change rooms and more boutique brands for the affluent buyers.
After suffering for over 20 years and lagging behind competitor David Jones who reported a 7% growth in comparable sales (SMH, 2016); Myer have collected data about the wants and needs of local shoppers. This has involved tapping into the specific demographic and customer segments.
This comes after analysts suggest that Myer need to shut as many as 20 of its 67 stores. The company hope TOPMAN, TOPSHOP, Mac Cosmetics, homeware products KitchenAid and Dyson and 80 other brands will increase sales dramatically.
TOPSHOP has already been rolled into 20 Myer stores since the end of 2015 after taking the UK by storm.
In line with a typical discount department store, there are two service counters located at opposite ends of the shop floor. The traditional tiled walkway is replaced with blond timber flooring which will also allow for increase or decrease retail real estate, depending on what brands profit the most.
The store will include free Wi-fi, smart phone recharging services, a greater range of toys and travel goods and in store cafe.
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