Myer has launched its Myer One loyalty program smarphone app and its digital gift cards as it continues to execute its omni-channel strategy.

The Myer One app allows members to use their smartphone as their loyalty card and receive rewards anywhere, anytime directly to their phone.

Myer executive general manager retail development Mark Goddard said Myer was increasingly rewarding loyal Myer customers with a number of new and exciting offers, delivered in innovative and convenient formats.

“With now over 4.9 million MYER one members we are confident that this app will be widely used by our customers as a very convenient way of accessing our popular and rewarding loyalty program,” he said.

The company has also partnered with Commonwealth Bank and ANZ to deliver more payment and reward solution for customers.

ANZ customers will now be rewarded for every $400 spent at Myer on an ANZ Rewards card where they will receive a $20 gift card from Myer, with a bonus promotion of a second gift card being offered during December.

Myer general manager information technology Anthony Coelho said a number of technological initiatives had been adopted and were being well received by customers.

“The Commonwealth Bank collaboration is market leading point-of-sale technology with instant redemption functionality. This technology delivers significant convenience to customers,” he said

Meanwhile, the launch of digital Myer gift cards will allow customers to email Myer gift cards.

“In line with our strategy of delivering a leading Australian omni-channel offer, we will continue to align ourselves with the best suppliers and innovative partners to deliver convenience and inspiration to our customers using the latest technology available,” he said.