Questions are being raised about the shopping experience at Myer on the back of sluggish sales across the festive period.

Recent consumer data shows sales weren’t as high as forecast, as shoppers continue to move online.

Consumer behaviour expert Bri Williams told Tony Jones says a reduction in in-store staff and changing consumer habits was largely to blame for weak consumer numbers.

Click PLAY to hear Tony Jones’ thoughts + his full chat with Bri Williams 

“It’s a sad tale,” she said on 3AW Drive.

“Heritage brands are trapped in a very expensive way of doing business.”