Australia’s David Jones unveils new brands, loyalty scheme and in-store dining

By

Barbara Santamaria

Published
Feb 1, 2017

Australian upscale department store David Jones, owned by South African retail group Woolworths, is launching new brands and improving its customer service in a bid to boost sales and footfall following a weak trading performance over Christmas.

On Wednesday at its autumn/winter fashion show, the upscale retailer unveiled its first ever bridal offering with designs from major international names, including Monique Lhuillier, Carolina Herrera and Oscar de la Renta.

David Jones has been improving its product range in the past few months, and has added new brands such as Australian fashion label Macgraw and high-end ready-to-wear label Karen Walker to its roster, as well as in-house labels from parent company Woolworths.

The  chain is also set to unveil details of a new loyalty program this month, which will reward customers for purchasing products both in stores and online.

According to the Australian Financial Review, David Jones last week submitted a trademark application for Style Rewards. The scheme will encompass three different types of goods, including a point-based system.

It aims to boost spending and enable the company to better understand its customers. The plan will be further strengthened with the rollout of in-store cafes, bars and fine-dining restaurants – a strategy already tested at Woolworth stores in South Africa.

The measures will help draw shoppers back into stores, as online shopping continues to steal footfall from brick-and-mortar locations.

Sales at David Jones took a hit in the 26 weeks to December 25, impacted by the collapse of electronics retailer Dick Smith and the timing of Boxing Day which fell in the second half of its financial year. Adjusted sales for the period increased by just 4%, compared with 11.2% in the previous year.