David Jones is now selling advertising

Chris Pash
By Chris Pash | 3 August 2023
David Jones store front

Retailer David Jones is getting into the advertising business.

The department store chain today launched David Jones Amplify, a stand alone retail media department, targeting the premium shopper to give advertisers access to more than 475 in-store formats, 102 digital formats and 70 print and digital editorial formats.

“David Jones Amplify can showcase your brand like no other,” says David Jones CMO James Holloman.

"We can help brands increase customer spend and acquire new customers. This is a true partnership. We want to partner with brands to achieve their marketing objectives. David Jones Amplify is designed to put supplier needs first; a destination for partner growth."

“David Jones Amplify will showcase the real power of our media assets across our marketing properties, both in our physical and digital stores. Additionally, leveraging first party data to advertise to targeted premium audiences on the open web." 

The latest GroupM forecasts predict retail media will be 15.4%, or $US175.7 billion, of total global advertising revenue by 2028.

In Australia, Woolworths has been pushing ahead with retail media through its Cartology business and competitor Coles has Coles 360. Amazon has been operating its advertising services in Australia since 2019

David Jones has partnered with Sonder to audit and value its 30,000 annual media placements across point- of-sale, solus emails, window displays, JONES magazine, pop ups, website and digital screens.

“David Jones has a very loyal customer base and we know the breakdown of customers by store and by department, meaning brands can actively target specific customer segments either in specific stores or across the whole David Jones network,” says Holloman.

“We know that two thirds of Australia’s most affluent households are David Jones customers and 50% of emerging affluent groups shop across multiple categories at David Jones giving advertisers access to an engaged premium audience to grow their businesses." 

The David Jones in-house team will work with brand partners and has partnered with media sales experts Medium Rare Content Agency.

Fiorella Di Santo, Medium Rare Content Agency chief commercial officer, is looking forward to strengthening engagement with David Jones.

"David Jones Amplify will give advertisers new and enhanced opportunities to engage with David Jones customers at scale, creating exciting premium in-store and digital retail media possibilities," she says. 

Jonathan Hopkins, Founding Partner, Sonder, says the new retail media offering Amplify is one of the most exciting and significant media launches of the year.

"We have been very impressed with the foundations put in place to ensure Amplify’s success," says Hopkins.

"The team understand supplier and advertiser needs and have set up their media channels to deliver on those needs." 

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