David Jones rolls out new loyalty program

To improve customer engagement.

On Monday, David Jones announced the launch of a new loyalty program – David Jones Rewards that gives customers access to exclusive offers and events, as well as redeemable rewards without minimum spend or points. With every purchase, customers also have the chance to win David Jones gift cards worth $5,000.

The program will sit alongside the department store’s 11-year financial services partnership with American Express. David Jones American Express Card Members will now be able to participate in the David Jones Rewards program in addition to earning points and enjoying exclusive card member benefits when they use their card.

David Jones CEO Ian Moir said, “The launch of David Jones Rewards marks a new and innovative direction for our loyalty offering. This is a significant opportunity for us to better engage with our customers and provide a stronger multichannel experience. We believe our all-digital approach to David Jones Rewards is the future of retail loyalty, and we look forward to our customers joining us on this exciting journey.”

David Jones Rewards members will be issued a digital membership barcode for in-store purchases, which can be stored on any smartphone device via Apple Wallet, Google Pay or the Stocard app to redeem exclusive offers and rewards.

The loyalty program links customers with their online David Jones account, allowing offers and rewards to be redeemed across both physical and online David Jones locations in Australia. All existing David Jones customers will be welcomed to the program, with new members invited to join instore or online.

Trading update

Last week, David Jones parent company, Woolworths Holdings provided a trading update for the Group.

With continued growth in online sales for David Jones, the reduction of unproductive space remains a priority. Online sales for the department store grew 46.8% for the 53 weeks ended 30 June, 2019; now contributing 7.7% of total sales. Sales growth of 1% was recorded for the period with comparable sales growth down 0.6%.

Woolworths Holdings said retail trading conditions in Australia remain challenging and sales were significantly impacted by the David Jones Elizabeth Street store refurbishment, due to be completed by Q3 FY2020.

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