Case Studies & Testimonials
Creating catalogues with a point of difference
Myer
BACKGROUND
Myer is an Australian owned retailing icon with 106 years of heritage. Since Myer was sold by Coles Myer in 2006, it has experienced rapid growth with 63 department stores now open across Australia. This total is expected to increase to 80 over the next few years.
Stores are situated in areas that generate a high level of foot traffic and are principally located in CBD areas and major shopping centres. Myer stocks a wide range of products including apparel, furniture, consumer electronics, cosmetics, toys and homewares.
'It is very easy to get buried in the sheer volume of catalogues that we churn through and forget about the quality of the output. It is a credit to PMP from both a technical perspective but also in how they interact with Myer to achieve the best results.“
Adam Stapleton , National Manager Marketing & Loyalty, Myer
CHALLENGE
Current economic conditions and rising interest rates mean that consumers are beginning to adjust their spending habits. As a result of this trend, along with high levels of competition in the department store industry, Myer required innovative catalogue campaigns to promote their brand and encourage store traffic.
Catalogues have proven to be a very effective form of advertising for Myer. Running a complex catalogue program involving numerous campaigns throughout the year, Myer required a print partner who they could develop a strong and lasting relationship with and who could deliver flexibility, speed to market and exceptional service.
Most importantly, Myer required their catalogues to be of the highest quality to effectively showcase their range products.
SOLUTION
PMP works closely with Myer to produce unique catalogue formats which would stand out in the market and create a point of difference.
Our technical services department ensures that each catalogue produced is of outstanding quality. For example, stochastic printing and high grade paper is used to assist in quality output of high-resolution catalogues, and improve product detail. The advice and support given by PMP’s technical services department has also helped Myer further expand each print campaign.
RESULT
Myer’s use of unique formats and the success of their catalogues in the marketplace was recognised with 2 wins at the 17th Australian Catalogue Awards. Myer won Catalogue of the Year in the Over 1.5 million Catalogues category and also the Major Retailers Category for Chain Stores – Special Event or Theme. The retailer was also a finalist in 5 other categories. These wins highlight the strength of the PMP/Myer relationship as did PMP’s Gold Medal win at the 2008 National Print Awards for the Myer New Directions catalogue. This was a fantastic accolade for PMP, as acknowledged by Stephen Prowse- Production Manager at Myer:
“To be finalists in 5 categories, win 1 of them and then be awarded the catalogue of the year, clearly shows that we consistently produce catalogues to the highest level in Australia. To achieve this, in our first year of working together (with PMP), demonstrates the high degree of professionalism and pride that we contribute to the process both individually and as a team”.