MYER’s loyalty program — MYER one — is undergoing a transformation unprecedented in its 20-year history, with a sweeping expansion that introduces card-linking technology, a broader partner network, and faster reward-earning pathways. The overhaul signals Myer’s ambition to modernise its loyalty ecosystem, appeal to younger shoppers, and deepen engagement beyond the department-store walls.
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GLOMYER’s loyalty program — MYER one — is undergoing a transformation unprecedented in its 20-year history, with a sweeping expansion that introduces card-linking technology, a broader partner network, and faster reward-earning pathways. The overhaul signals Myer’s ambition to modernise its loyalty ecosystem, appeal to younger shoppers, and deepen engagement beyond the department-store walls.
A Loyalty Step-Change: Card-Linking Comes to MYER one
At the heart of the expansion is a new card-linking feature, allowing members to securely connect their payment cards to MYER one. Once linked, members can earn points automatically when they spend at a growing roster of partner brands — without scanning a card, uploading receipts, or completing extra steps.
This model, commonplace in banking-retail coalitions but still emerging in Australia’s retail landscape, effectively turns MYER one memberships into always-on rewards engines.
Early partners include:
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Dan Murphy’s
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Petbarn
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DoorDash
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Additional lifestyle, dining and services partners slated for phased rollout
Together, these partnerships greatly expand the earn potential for members, shifting MYER one from a single-retailer loyalty program to a multi-brand ecosystem, and positioning Myer to capture everyday spend across categories like groceries, beverages, pet care and food delivery.
Faster Rewards, Fewer Barriers
The program refresh is designed to reduce friction and increase the perceived value of participation. With more ways to earn, members can now redeem rewards more quickly, closing the loop between engagement and gratification.
This change is particularly strategic given the current loyalty landscape, in which:
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Customers expect instant recognition
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Younger consumers gravitate toward programs that reward everyday behaviour
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Retailers face heightened competition for share-of-wallet
A Younger, Growing Member Base
MYER one has also seen a surge in membership momentum. In 2025 alone, more than 825,000 new members joined, marking one of the program’s strongest growth years.
Even more telling: over half of these new joiners are under 35, signalling renewed relevance among younger Australians — a cohort traditionally less engaged in department-store loyalty programs. Card-linked earning, app-based engagement and a lifestyle-oriented partner set align strongly with the expectations of this demographic.
Why This Matters for Myer
The expansion arrives at a pivotal moment as department stores worldwide look to deepen customer relationships, diversify revenue streams and modernise legacy loyalty structures. For Myer, the upgraded MYER one represents:
1. A shift from transactional to ecosystem loyalty
Members can now earn far beyond the Myer shopfront, increasing daily touchpoints and strengthening long-term retention.
2. A powerful data engine
Partner spend data provides Myer with richer insights into lifestyle, preferences and cross-category behaviour — critical for personalisation and customer experience strategy.
3. A platform for cross-brand partnerships
With card-linking as the backbone, Myer can build a scalable network of earn partners across retail, entertainment, food, travel and services.
4. Enhanced value perception
More ways to earn and faster rewards help MYER one stand out in a market saturated with loyalty options.
The Road Ahead
The expansion positions MYER one not merely as a retail rewards program but as a multi-brand loyalty ecosystemwith the potential for significant commercial upside. As additional partners come online and the card-linked experience matures, Myer will be able to compete more effectively for everyday spend, strengthen emotional loyalty and amplify the value proposition for both shoppers and partners.
For members — especially younger ones — MYER one is becoming easier to use, more rewarding and more deeply embedded across daily life.
For Myer, the revamp marks a major strategic step toward a more connected, data-driven and customer-centric retail future.
Source: Myer.
