Myer has announced the biggest expansion of its Myer one loyalty program in over two decades, introducing faster rewards, expanded earning opportunities, and tier benefits as competition with David Jones heats up.

The department store battle features a showdown between Myer CEO Olivia Wirth, former head of Qantas Loyalty, and David Jones, which recently linked its rewards program to Qantas Frequent Flyer.

According to The Australian, David Jones CEO Scott Fyfe believes the department store’s new loyalty scheme could attract five million members, surpassing Myer’s existing program.

Myer one has 4.7 million active members, with 825,000 joining last financial year.

Over 50% of new members are under 35, and nearly 80% of all Myer sales are linked to Myer one members, who spend 2.8 times more than non-members.

Members earn two points for every dollar spent at Myer stores and Apparel Brands including Just Jeans, Jay Jays, Portmans, Dotti, Jacqui E, sass & bide, Marcs, and David Lawrence.

From November, members can earn at least one point per dollar spent at Dan Murphy’s, DoorDash, PetBarn, MyCar, and Lvly by linking Visa or Mastercard through the MYER one app.

Members can also earn MYER one points and brand partner points simultaneously on participating products.

The relaunch introduces immediate reward redemption, with members able to use their $10 reward 24 hours after earning credits rather than waiting until quarter’s end.

Status thresholds have been adjusted to make Silver and Gold tier progression more achievable, allowing more members to experience premium benefits.

Silver, Gold, and Platinum members receive:

  • Complimentary MY Edition Beauty Boxes featuring curated gifts from Australian and international brands throughout the year
  • Complimentary beauty treatments including facials and makeup services
  • Expanded money-can’t-buy experiences including store events, early release access, and VIP shopping
  • MY Reward days to earn extra points on purchases made on their chosen day

Members can bank rewards for significant occasions, choose points-plus-pay options from CommBank, Virgin Australia Velocity, and Amex, and will soon be able to pool Myer one points and benefits with up to four other members.

The updated Myer one shoppable app delivers more personalised offers and boosters.

“This is about rewarding members in real time giving them more reasons to choose Myer again and again, helping strengthen the connection with our most loyal customers and creating a wider loyalty ecosystem,” said Olivia Wirth, Myer Group Executive Chair.

“MYER one members spend 2.8 times more than non-members and our continued investment in the program delivers more value to our customers and will unlock future growth opportunities for the wider Myer Group.”

The Group will continue investing in strengthening Myer one to include more benefits and new partners.