This story first appeared on our sister website adnews.com.au.
David Jones is set to launch a click and collect service as part of efforts to bring omnichannel business up to speed with rivals.
Last to market is where the smart money is, DJ's head of marketing told AdNews.
Adriane McDermott, general manager of David Jones' marketing, digital and advertising, believes the chain, which has lagged behind e-commerce operations of rivals, will benefit from “last mover advantage”.
McDermott joined David Jones a year ago briefed to hone and execute a catch-up plan. But first DJs wanted to watch and learn. It's a strategy adopted by many industries playing the long game, conscious of the cost of technological snake oil and strategic blind alleys.
Now the retailer has restructured the way it buys and the solution, announced 18 months ago as part of DJs "future strategic plan", is ready for market.
Click and collect is big in the UK, the US and many western markets. A hybrid 'clicks and mortar' or 'clicks and bricks' model, it allows customers to shop online but choose to pick up in store. That saves on logistics, drives footfall and increases the likelihood of customers buying more when they come to collect. It has been credited with helping traditional retailers fend off the threat from pureplay online businesses.
McDermott said David Jones wants to emulate international competitors, such as the UK's John Lewis and Marks & Spencer, plus Nordstrom in the US.
As part of its transformation strategy, David Jones relaunched its online platform last year with a step up in magnitude. Its range increased from 9,000 to 90,000 products, and sales growth followed. Up to 80% of David Jones' sales are now influenced by the online channel, according to McDermott.
DJs also introduced a multichannel marketing strategy last year using digital channels it had neglected. Of these, the retailer has achieved highest impact from digital content marketing. McDermott said that was now a “dominant” part of campaigns.
“Consumers are turning to brands for inspiration and David Jones has been a source of style for 175 years. [Our content strategy] is about commercialising that and bringing it back to the brand," said McDermott.
Harnessing data at a macro level was the grail, she said.
"The ultimate goal is to be able to talk to our customers on a one-to-one basis [and in that respect] there is no finish line. The task is never complete. Everyone is looking for ways to turn data into actionable information. I’m constantly amazed about how much potential there is.”