I was recently invited by Rob Pope, GM of Customer at Myer, to experience MYER one from the inside, specifically how they recognise and reward their top tier customers in Platinum.
Two moments stood out because they show what loyalty looks like when it is genuinely earned.
Platinum at the Australian Open
For three days, Platinum members were welcomed as VIPs in a way that went far beyond tickets. The detail and hosting were the point: simple, well-run, and genuinely enjoyable. You could see the care in how people were looked after, and I also had the chance to speak to members directly about what Platinum means to them. On a personal note, I grew up watching tennis, so seeing Pat Cash there was a reminder of how memorable the right experience can be.
Keys to the Store
Myer’s “Keys to the Store” experience is a private evening for Platinum members, where the store closes and a member can host a group of their choice. What makes it exceptional is the relevance: the team uses customer insight to curate the evening around real preferences, sizing, and brands, supported by personal shoppers. There is no pressure to buy, yet the experience naturally drives engagement because it feels effortless and personal.
MYER one was a reminder of what loyalty can achieve when it is treated as customer strategy, not a points mechanic. When a brand uses data to deliver genuinely considered experiences, customers do not just stay, retention follows and brand advocacy begins.
