Myer will launch in-store play centres for children in a bid to keep busy grandparents and parents in the department store for longer.
The Australian retailer has struggled with declining profits and foot traffic in recent years and hopes a new fleet of trendy cafes and child-focussed play areas will keep customers in store for longer.
The Herald Sun reports Myer will also launch a Drop n’ Shop system where parents and grandparents can pay a fee to leave children in a supervised play area while they enjoy their shopping.
Play centre Monkey Mania will run the kids’ area and will look after children aged five and upwards for a fee.
Myer released its latest outlook on Wednesday and announced they had cut sales and profit targets and that 19 of its 63 stores were facing closure if businesses doesn’t improve.
While the department store once dominated Australian retail it’s now facing stiff competition from online retailers and the impending launch of American mega-store Amazon, which is due to open its first Australian warehouse before the end of the year.
Myer’s Chief executive Richard Umbers told News Corp the idea for the children’s play centre was based on the idea that “customers who dwell more, spend more”.