In the face of a changing retail marketplace, Myer, Australia’s leading department store, has been in a process of transformation. ‘Find Wonderful’ is the store’s new mantra, a rallying call to put heart, effort and wonder back into the customer experience at every point of interaction.

So this Christmas we injected wonderful into a place customers least expected it – when they had been put on hold.

We created ‘Wonderful Hold Music’, which turned the frustrating act of being put on hold into a means of raising money for charity. We replaced the canned hold music with the Myer Spirit of Christmas Carols album. Every second spent listening generated a royalty that Myer donated directly to The Salvation Army’s family and domestic violence work.

Customers on hold were informed that their call was important not only to Myer, but to the families affected by domestic violence that they were raising money for just by waiting on the line.