Myer has launched a new position in the market aimed at getting shoppers to spend more by letting them be more adventurous with their choices with a new returns policy.
Dubbed the No Regrets Policy, the new position has been designed to attract shoppers back to stores with the knowledge that they will not be stuck with purchases if they change their minds.
The campaign, created by Clemenger BBDO in Melbourne, has been designed as a “rational underpinning” to give shoppers a safety net.
The new policy will apply to all the new brands that are now included in Myer’s offer such as Jack & Jones, Nine West, Seed and Italia.
“The campaign entices shoppers to indulge their urges, try new things and succumb to temptation,” Myer said in a statement.
Daniel Bracken, Myer chief merchandise & marketing officer and deputy CEO said shoppers needed to be able to buy with the confidence that if they made the wrong decision it would not be one that they lived to regret.
“We want our customers to see our transformation for themselves, and visit our stores to see these great new brands, layouts and service improvements,” said Bracken.
Simon Lamplough group managing director at Clemenger said the creative had been designed to give shoppers confidence.
“We felt we needed to provide a rational safety net to give customers’ permission to shop,” Lamplough said.
“Australians know they can rely on the Myer Returns Policy so re-launching it with a fresh tonality felt both necessary for the campaign to be successful as well as appropriate for Myer’s ongoing brand transformation.”
The campaign will run on large format outdoor and will also be part of catalogues and digital.