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Myer

Myer launches enticing online marketplace for discerning retail customers

In 2017, Myer partnered with Marketplacer to create a curated lifestyle destination: the Myer Market.The e-commerce website is designed to broaden the direction of the traditional business, whilst retaining and supporting the retailers loyal, fashion-oriented, Myer One members.

 

75

Myer Market customers have access to 75 retailers through a single website.

60,000

A range of 60,000 products is available for purchase and home delivery.

4 million

The website is attracting more than four million visitors each month

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How to win with a marketplace strategy

The challenges

When the project was first envisaged, a decision had to be made on whether to initially create a new, separate marketplace or enlarge the company’s existing online presence at myer.com.au. It was soon recognised that the former approach would be easier, more cost-effective, and provide a lower-risk solution.

  • The Marketplacer platform provides frictionless integration with a variety of other platforms most commonly used by the third-party sellers, including Shopify, Magento and Woo Commerce. These APIs do not exist within myer.com.au.
  • The platform provides an opportunity to create no-risk, endless aisles across a number of product categories.
  • Marketplacer was mandated to deliver demonstrable customer service and new business growth, which was achieved.
  •  

The Marketplacer solution

The Marketplacer and Myer teams began preparation for the migration early in 2017. The plan was to separate the Marketplacer back-end and integrate it over to Myer’s primary platform in a process commonly referred to as ‘headless’ operation.

  • The plug-and-play functionality offered by Marketplacer offered a sizable saving in both time and cost.
  • The platform provided a complete offering from product development through to ongoing back-end management.
  • Additional retailers can be readily added to the site, expanding the number of offerings for customers.
  • Customers enjoy a seamless experience which provides access to a diverse range of products from leading providers across a diverse range of categories.
 

Results

The website migration has enabled Myer to maintain all the benefits of its original marketplace with one very important distinction: everything now appears as a single, seamless offering on myer.com.au.

  • The ‘headless’ operation provided a quick and frictionless migration that avoided unnecessary cost, delays, and cumbersome technical issues
  • Some 75 retailers and 60,000 products have been simply switched ‘on’, with more expected to join
  • Myer’s enhanced digital presence provides an exceptionally lower cost alternative to building new bricks-and-mortar stores
  • Overheads are reduced and flexibility is increased. Myer can quickly test new products and categories to meet changes in customer demand and taste
  • Customers have access to a huge and growing number of new products and entire new categories not previously seen within the retailer
  • A single Myer platform avoids any confusion, and all purchases from marketplace sellers contribute to Myer One points
  • Purchases are also all covered by Myer’s refund policy

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