David Jones’ new shoppable videos have digital experts excited, but the retailer’s latest round of ecommerce developments needed to focus more on online customer service they argue.
New capabilities David Jones will have on offer from tomorrow include a ‘click and collect’ service, incremental delivery options, the ability to stock check stores online and a Facebook store.
The rollout of the department store’s ‘Horizon 2 Omi Channel Retailing’ (OCR) strategy will also introduce a larger range of products including whitegoods to its online store and the ability to purchase gift list items online.
The update that has excited Bernie Johnson, director of Adrenalin Media, the most is the new shoppable videos.
“It will be interesting to see where DJs takes the shoppable videos concept – a successful execution (from both a design and UX-perspective) will definitely create some buzz and engagement,” Johnson told B&T.
In a release announcing its new Christmas stores and online developments, David Jones hinted said the videos will be “particularly effective at David Jones’ Spring/Summer and Autumn/Winter Fashion launches when the Company live streams its fashion parades to thousands of viewers”.
Ross Bark, e-commerce principal consultant at Salmat Digital, said the videos will make it much easier for consumers to shop the looks.
“I will be interested to see how they relate that back to the mobile and tablet experience,” Bark said.
The mobile site is still a source of disappointment for both Bark and Johnson, who believes DJs still has a way to go in the mobility and personalisation stakes.
“The new DJs site has not been built using Responsive or Adaptive Design, which is quite strange given that we’re almost at the tipping point for mobile and tablet traffic over desktop.
“Having a slimmed down m.dot site doesn’t cut it anymore.
“Successful omni-channel retailers are moving towards geo-targeting, peer recommendations, social commerce, QR and barcode scanners and more targeted use of segmented offers to customers. With the exception of the Facebook store (still to launch), the bulk of these initiatives still look to be some way off for DJs.”
The ‘click and collect’ and incremental delivery options – including same day depending on location – is bringing David Jones in line with more advanced overseas retailers.
However, Bark believes the department store is still trailing retailers such as pure-play online brand The Iconic when it comes to customer service, describing live chat as a disappointing omission from the update.
Closing the gaps in the customer journey needs to be the focus for David Jones now according to Johnsons who said the store’s new ‘ratings and reviews’, product zoom and recommendations won’t differentiate David Jones as they are now the e-commerce norm.
“A strong brand equity will not translate to high conversion rates for DJs,” he said.
“DJs will need to continually offer both exceptional value and a more engaging end-to-end experience across all channels to be a truly successful omni-channel retailer.”
In comparison to rival Myer, David Jones’ ecommerce approach is more “holistic and ambitious” with a stronger focus on segmentation, lead nurturing and acquisition strategy.
Yesterday, Myer announced changes to its lead marketing function to help realise its omni-channel strategy approach.
While there are still gaps in David Jones ecommerce position, Johnson said the brand still deserves praise for its development.
“Overall, the positive is that DJs are making great progress with their online initiatives compared to 18 months ago. For that, they need to be applauded.”