By Keri Algar

SYDNEY, NSW: While some retailers gallop towards expanding their online trade and multi channel offering, David Jones has said the cost-benefit analysis of furthering online operations will be well considered.

A sales report released yesterday, where the retailer posted a 5.2 per cent profit after tax rise but flat sales, said the David Jones’ website had experienced a successful November 2010 launch in time for Christmas sales. According to the report, the online shopping site has continued to trade and will develop and expand “over time”.

David Jones CEO Paul Zahra said the company would take a considered approach towards expanding its multichannel offerings.

“We see our online business as a growth opportunity in the medium to long term,” said Zahra.

“We are working to become a multi channel retailer with an integrated digital marketing plan. We will do this in a stepped and measured approach ensuring we manage the risk and return of our investment in this area.”

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The giant retailer’s competitor Myer on the other hand, has virtually doubled its online operations within a year with the launch of the value-focussed website in addition to, which was also recently upgraded and relaunched.

In its profit report last week Myer posted negative growth but said sales through continued to grow at a “rapid rate” and that further improvements were planned for the second half of this year. It also claimed that the number of customers downloading Myer iPad and iPhone applications “continues to rise".