What Myer’s 2025 Loyalty Overhaul Reveals About the Future of Customer Engagement

In mid-2025, Myer unveiled the most significant update to its MyerOne loyalty program in over two decades. This wasn’t just a facelift—it marked a fundamental shift in how customer loyalty is earned, maintained, and rewarded. For loyalty professionals and marketing strategists, Myer’s approach offers compelling insights into the evolving landscape of retention marketing.

From faster redemptions to card-linked offers and tailored rewards, MyerOne’s transformation is rich with strategic takeaways. This article unpacks what’s changed, why it matters, and what these developments signal about the future of loyalty programs across industries.

What Changed With MyerOne

The 2025 refresh of MyerOne introduced several noteworthy enhancements:

• Card-linked offers: Members can now link their Visa or Mastercard to earn Myer Credits across partner brands like Dan Murphy’s, DoorDash, MyCar, and Petbarn.
• Tier-based perks: Silver, Gold, and Platinum members receive curated beauty boxes featuring products from top-tier brands.
• Accelerated redemptions: The traditional quarterly cycle has been scrapped. Members can now redeem $10 rewards within 24 hours of earning 1,000 credits.
• Milestone moments: Timely rewards such as birthday perks, anniversaries, and seasonal promotions create more emotionally resonant customer touchpoints.

These updates reflect a deliberate strategy to remove friction, increase emotional relevance, and create more consistent value for members.

Strategic Excellence: Where MyerOne Stands Out

MyerOne excels in four key pillars that define effective loyalty program design today:

1. Personalisation at Scale Myer leverages browsing, purchase, and engagement data to tailor offers and communications. This data-driven personalisation fosters a sense of recognition that is critical for emotional loyalty.
2. Omnichannel Consistency The program integrates seamlessly across in-store, online, and app channels, allowing customers to engage and redeem rewards effortlessly.
3. Occasion-Based Recognition By acknowledging key moments in the customer lifecycle—such as birthdays and anniversaries—MyerOne delivers timely value and deepens brand affinity.
4. Perceived Exclusivity Offering members-only deals, surprise gifts, and exclusive events reinforces a sense of privilege and recognition, enhancing perceived value without necessarily increasing cost.

These principles aren’t exclusive to enterprises; they underscore universal truths about customer behaviour and loyalty psychology.

What This Means for Loyalty Programs Everywhere

The MyerOne overhaul is more than a case study in big-brand innovation. It highlights emerging best practices that loyalty professionals across industries can consider:

1. Celebrate Customer Milestones

Milestones are emotionally resonant and mark progression. Whether it’s a birthday, join date anniversary, or seasonal celebration, timely recognition fosters connection.

Even without sophisticated automation, these moments can be identified and acknowledged through simple CRM or loyalty tools. The key is to make the customer feel seen.

2. Reward Incremental Progress

Programs with long gaps between rewards risk disengagement. By introducing interim incentives—such as smaller perks at midway points—brands can sustain engagement and create gratifying momentum.

This strategy is particularly effective for programs targeting infrequent or lower-ticket transactions, where quick wins matter.

3. Track Behaviour, Respond Simply

Sophisticated data analytics aren’t always necessary. Loyalty programs can act on basic behaviour signals such as visit frequency, inactivity, or redemption patterns.

For instance:

• No visits in 60 days? Send a re-engagement offer.
• Join date anniversary? Deliver a thank-you message with a surprise perk.

The goal is timely, relevant, and value-driven interaction.

4. Engineer a Sense of Belonging

Exclusivity isn’t about high spend—it’s about meaningful recognition. Rewarding your top 10% of customers, offering early access, or sending members-only invites helps nurture emotional loyalty.

Customers who feel like insiders are more likely to advocate and engage.

Redefining Loyalty Through Simplicity

One of the most compelling lessons from MyerOne is that innovation doesn’t always mean complexity. The program's success lies in its ability to blend technology with human insight—automating where necessary but never losing sight of the customer's emotional journey.

In Conclusion

Myer’s 2025 loyalty refresh offers more than just a blueprint for large retailers. It signals a broader shift in how customer loyalty is conceptualised and delivered. As expectations rise and attention spans shrink, programs must evolve from static point-collection schemes into dynamic, emotionally intelligent experiences.

Loyalty is no longer about transactions. It’s about trust, relevance, and timing.

The brands that understand this—and act on it—will be the ones that not only retain customers, but turn them into advocates.