Myer is one of Australia’s most iconic department stores, set out to explore how mobile could redefine the shopping experience. The goal: to better understand shifting customer behaviour and position Myer at the forefront of retail innovation.
The challenge
Being one of Australia’s oldest and most popular brands, there can be a reluctance to change, so one of the biggest challenges was making the mobile vision feel real and relatable, especially for stakeholders who weren’t deeply familiar with digital technology. We needed to translate abstract ideas into something tangible, inspiring, and easy to grasp. It wasn’t just about showing what was possible, but helping everyone see how it could come to life in a way that aligned with Myer’s brand, business, and customers.
The big idea
The big idea was two fold; present the most cutting edge mobile digital experiences, not in a disjointed way, but through a storytelling. We told the story our fictional character Emery as she experiences these mobile innovations in an organic and joined-up continuous narrative.
The beauty to this approach is it takes what can feel like abstract technology and humanise by demonstrating the practical joined up application.
The technology
During Emery’s story she uses a host of mobile technologies to make her in and out of store experience seamless and immersive.
The we mocked and prototyped these technologies to help explain each part of Emery’s journey and how they help her to great Myer customer experience.
Augmented Reality
A model for everyone
The app fires up, displays the outfit from the billboard. The clothes are worn by a digital AR model who is the closest size and body shape to Emery based on her measurements. This gives Emery a better view of what those clothes might look like on her.
Augmented Reality
Try it on in the comfort of your home
As she points the app towards the mirror, the suit that she loves is digitally fitted onto her. A slider is also available for her to preview the other colours it comes in.
AR storefront
Limitless windows
Viewing the store front through the phone camera initiates the Myer app and Emery is able to see the store front come to life through AR. The AR environment displays products and brands that are personalised to Emery based on the insights from her account with Myer. By tapping on the products more information can be read and they can be added to the shopping cart or wish list.
Concierge - Team member tablet
Power to
the people
Armed with Zebra tablets customer greeting Myer team members are able to identify customers with Myer accounts as they enter the store and view their profiles for information such as current orders, previous purchases and buying trends.
In-store AR navigation
Wayfinding, way easy
With the Myer app in navigation mode, Emery is able to find her way around the store with no problem. It helps find departments and facilities within Myer, like toilets, baby change rooms, lifts and the cafe for the all important caffine break from shopping. The app is even smart enough to send Emery on a route which is personalised to her, taking her past previously bought brands.
Mobile controlled smart mirror
Time to reflect
Entering the dressing room, Emery is able to try on the dress she reserved and view herself in the smart mirror. Because she reserved the dress and the mirror is synced with her account Myer is able to display and recommend other products that compliment the dress. She is able to try the recommended products on virtually with the dress and add it to her online basket if she so wishes.
Mobile self checkout
Scan & Go
During Emery’s shopping visit she has been adding products to her bag. One of the products she has on hand, some of them she will collect on her way out of the store and some will be delivered to her home. She does need to find a cash desk to pay for items, she simply opens the Myer app and pays for the products with one click with her credit card that is stored on the account. All items paid for in one go, no matter how they will be fulfilled.