Myer launches retail media network under former Coles 360 executive

Myer has unveiled the Myer Media Network, becoming the latest Australian retailer to build an advertising business around its customer data as retail media continues to reshape marketing investment.

Powered by the retailer's Myer One loyalty program, the in-house media network will combine first-party customer data with onsite, offsite and CRM advertising products, giving brand partners new ways to reach Myer shoppers across digital and physical channels.

The launch builds on Myer's broader omnichannel strategy and follows last month's rollout of the Mirakl marketplace, which added more than 25,000 products to myer.com.au.

Amanda McVay, chief customer officer at Myer Group, said the retailer's loyalty program and growing digital business created new opportunities for brand partners.

"Myer has one of the country's most engaged loyalty communities, a rapidly growing digital business and a trusted retail brand that connects with millions of Australians," McVay said.

"MYER one insights will help power campaigns and marketing activity across a broader suite of customer touchpoints."

As part of the launch, Myer has partnered with Mirakl Ads, an AI-native retail media platform that will allow brands to run targeted sponsored product campaigns across myer.com.au with measurable performance.

The network will be led by Michael Sharlassian, who recently joined Myer as general manager of retail media after previously working at Coles 360.

"The launch of our Myer Media Network, powered by MYER one transforms how our brand partners engage Australian customers," Sharlassian said.