Myer Holdings (ASX:MYR) plans to relaunch its Myer One loyalty program later this year, as it implements a growth plan after completing a comprehensive strategic review, according to a Wednesday Australian bourse filing.

The program has 4.6 million active members, per the firm. It plans to distill customer behavior from the data and use it to service their preferences in a data-powered retail platform.

It also plans to overhaul its apparel strategy after the acquisition and integration of Apparel Brands into its business.

Its review found that it currently over-indexes in the 44-year-old-to-59-year-old category, while under-indexing in other categories. It identified opportunities in the under-30s, the 31-year-old-to-43-year-old, as well as the 60+ categories.