David Jones CMO: We've totally realigned our marketing spend

Sarah Homewood
By Sarah Homewood | 11 August 2015
David Robinson

Retail giant David Jones has completely realigned its marketing budget and now spends roughly 50% of its marketing dollars on digital channels, chief marketing officer of the business David Robinson explained.

Speaking on a panel at Isobar's Summit Series yesterday Robinson said the business has had its nineth straight quarter of growth and there's some advancements it's made in the digital space in order to ensure the business stays in the black.

“Investing in our foundational technical infrastructure was really important for us and it gave us the foundation and the basis to grow from,” Robinson said.

In terms of marketing Robinson explained that the business has fundamentally changed the way it takes its brand to market.

“We're focusing on our key customer segments which has come from our analytics. We're really focused on bottom-up brand building and really focused on realigning our marketing spend,” he said.

“We're approaching about 50% of our spend that is in that digital sphere this year. It's been a while since we've done TV, we'll use it for our clearance ads but not for our branding ads.”

Robinson's comments come a few weeks after the business chose to move away from TV for its 2015 spring/summer launch campaign.

Instead of creating a traditional campaign, David Jones worked with its agencies and Australian musician Daniel Johns to create the world’s first fashion shoot captured by musical instruments.

He also explained that the business has invested in data and analytics and while it's yet to roll-out a loyalty scheme, he told the room to “watch this space”.

“We've certainly been investing in our data and analytics,” he said. “We track every single credit card through our business, Visa, Mastercard, Amex, Eftpos, we know when you as customer shop with us, what you purchase, where you purchase and then from our relationship with Quantium we also understand who's purchasing outside our store, and that leads to some really powerful sights for us,” he said.

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