Retailer David Jones has chosen Criteo to power its Amplify online retail media arm.
Brands and advertisers will be able to activate online retail media campaigns, such as sponsored product ads on relevant search, category and department pages on DavidJones.com. By using first-party point-of-sale data and Criteo’s platform brands can connect advertising to actual SKU-level sales outcomes across devices and channels to confidently reinvest in winning media strategies.
David Jones and Criteo plan to expand the partnership to activate offsite advertising for endemic and non-endemic brands. This offsite advertising collaboration will enable any brand to effectively reach David Jones’ premium audiences to build product awareness and consideration as they browse the open web.
James Holloman, David Jones’ CMO, said that the partnership will “drive maximum return on investment and digital marketing effectiveness for our brands as we enable them to target customers based on retail behaviours with their marketing messages.”
When Amplify launched, Jonathan Hopkins, the founding partner of owned media consultancy Sonder that worked with David Jones to establish the platform, said it was “one of the most exciting and significant media launches” of 2023.
“Our vision is to be the destination that inspires, with experiences and services like no other. We will continue to drive Australia’s premium shopping experience in-store and online and so will curate advertising that complements the David Jones brand,” added Holloman.
“We are proud to be building our client base in Australia, and to support David Jones, a market-leading premium retailer, by powering their online retail media initiatives,” Criteo ANZ managing director Colin Barnard wrote.
“Onsite and offsite retail media has many benefits, offering brands strong return on ad spend due to the use of high-quality first-party data. Criteo’s services bring a world-class range of retail media solutions for Australian businesses in a market with few options historically.”
The partnership marks another big change in Australia’s media landscape, valued at some $2.1 billion. Last year, data from Morgan Stanley estimated that media owners, including everyone from ARN to Seven, could stand to lose some $1.1 billion by 2027. The banking firm added that even oOh!media could stand to lose out, though it has recently launched its own retail media play.
It has yet to be confirmed who will be running David Jones’ in-store retail media arm. However, this would prove an enticing opportunity for anyone in the space with the retailer’s 47 stores across Australia, with a presence in every capital city aside from Darwin and Hobart.
