DJs gets competitive with e-tail updates

DJs gets competitive with e-tail updates
SHARE
THIS



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.”

Please login with linkedin to comment

Latest News

me&u Appoints Clementine Churchill To Head Of Marketing
  • Marketing

me&u Appoints Clementine Churchill To Head Of Marketing

me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy
  • Marketing

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy

MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes
  • Advertising
  • Marketing

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes

New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]

Dir David Attenborough’s Life Stories Launches On LiSTNR
  • Media

Dir David Attenborough’s Life Stories Launches On LiSTNR

Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]

Menulog Makes Key Marketing Promotions
  • Media

Menulog Makes Key Marketing Promotions

Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst
  • Media

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst

ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]

Australian Radio Industry Joins Global Working Group On Android Automotive
  • Media

Australian Radio Industry Joins Global Working Group On Android Automotive

The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health
  • Media

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health

For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue.  From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]

Thrive PR Wins SodaStream Account
  • Marketing

Thrive PR Wins SodaStream Account

The farting in the Thrive PR office rises expodentially after the agency snares the SodaStream business.

Businessman using tablet payments online shopping with speed icons customer and data network connection on virtual screen.
  • Marketing

62% Of Shoppers Doing Most Of Their Purchases Online: BigCommerce And PayPal Report

Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]