David Jones this week opened a new store in Indooroopilly, Queensland, that merges bricks and mortar with online selling to such an extent that the company has labeled it a “next generation” department store.

CEO Paul Zahra cut the ribbon to officially open the new DJs yesterday. It is the first store opening for David Jones since the proposed takeover by South African Woolworths was announced and it represents a new era in department stores tackling the challenges encountered by the digital economy. Both DJs and its arch rival Myer have previously been criticised for lacklustre attempts to harness online, multichannel and omnichannel strategies.

“The David Jones Indooroopilly store incorporates all of the features of the company’s “Next Generation” store concept, including new features such as complimentary customer Wi-Fi, digital charging stations, an interactive Omni Mirror, customer seating areas along with dedicated in-store areas to purchase merchandise online and to collect online purchases,” a spokesperson said.

David Jones said an Omni Mirror is a “life size mirror that allows customers to try on outfits and take photos (via the mirror) and email them to friends for their opinion, or Instagram the images”.

DJs omni mirror
DJs’ new Omni Mirror concept.

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The introduction of self-serve online terminals so customers can complete their own transaction is a revelation for David Jones, which has previously required customers to queue at centrally located POS areas. While customer service levels at department stores have often been questioned, DJs today said the experience at the Indooroopilly store would be “excellent” and that 120 staff would be employed.

“We are delighted to be establishing a presence at Indooroopilly Shopping Centre,” Zahra said. “This new David Jones store will bring a unique and exciting shopping experience to the people of Indooroopilly, with customer service excellence, good value and quality brands across our most popular categories in a contemporary environment.”

A company statement said this store would stock 170 homewares brands, including small appliance names “at no other department store”.