Australian department store David Jones has launched a standalone retail media department called Amplify.
The new platform is intended to target premium shoppers through 475 in-store formats, 102 digital formats and 70 print and digital editorial touchpoints.
PwC estimates the market for retailer media in Australia is worth around $1 billion, with the figure set to triple by 2026. Amazon Australia grew its Australian advertising business to over $100 million during 2022, according to ASIC filings.
Chief marketing officer James Holloman believes David Jones’ Amplify is a game changer for both endemic and non-endemic brands wanting to engage with Australia’s most affluent consumers.
“David Jones Amplify will showcase the real power of our media assets across our marketing properties, both in our physical and digital stores,” Holloman said. “Additionally, leveraging first-party data to advertise to targeted premium audiences on the open web.
“David Jones Amplify will give our current brand partners and other highly curated advertisers access to customers that no other retailer or media outlet can.”
Holloman said David Jones knows the breakdown of its customer base by store and by department.
“We know that two-thirds of Australia’s most affluent households are David Jones customers and 50% of emerging affluent groups shop across multiple categories at David Jones, giving advertisers access to an engaged premium audience to grow their businesses,” he said.
“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.”
David Jones partnered with Sonder to audit and value all its 30,000 annual media placements across point-of-sale, solus emails, window displays, JONES magazine, pop-ups, website and digital screens.
The David Jones in-house team will work with brand partners and has partnered with the media sales entity Medium Rare Content Agency to support non-endemic outreach.
According to David Jones, non-endemic brands will have the ability to access David Jones customers, while Medium Rare Content Agency will focus on premium and lifestyle brands that complement endemic brands and appeal to the David Jones premium customer base.