David Jones has advanced its venture into the multibillion-dollar Australian retail media market with the appointment of commerce media platform Criteo to power its stand alone retail media department, David Jones Amplify.
The move comes as part of the 186-year-old retailer’s extensive rebranding efforts, helmed by chief marketing officer, James Holloman, who believes the collaboration will drive maximum ROI and digital marketing effectiveness for David Jones’ brands.
Last year, at Advertising Week APAC 2023, Holloman addressed the rebrand in his keynote, Reimagining a 185-Year-Old Icon, roadmapping the developments in store that would propel the retailer into its next iteration while preserving its luxury heritage.
The session highlighted digital transformation as a cornerstone of its evolution, particularly the decision to develop the David Jones brand into a full omnichannel experience, with the Criteo partnership the latest reflection of that goal.
David Jones announced the launch of Amplify in August last year, designating it Australia’s number one media ecosystem targeting the premium shopper, and giving advertisers access to over 475 in-store formats, 102 digital formats, and 70 print and digital editorial formats.
At the time, Holloman described Amplify as a game changer for brands both endemic and non-endemic to David Jones looking to engage with Australia’s most affluent consumers.
See also: David Jones launches Amplify – a media ecosystem targeting premium shoppers
The newly announced partnership will bring Critero’s retail media solutions to the Amplify platform, meaning brands and advertisers can now activate online retail media campaigns on DavidJones.com. By leveraging first-party data and Criteo’s AI-driven platform, brands will also be able to advertise towards SKU-level sales outcomes across devices and channels.
David Jones and Criteo plan to further expand the partnership to activate offsite advertising, enabling any brand – including non-endemic brands – to reach David Jones’ audiences as they browse.
“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,” said Criteo’s managing director for Australia and New Zealand, Colin Barnard.
“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.”
Colin Barnard
See also: GroupM and Criteo partner up to boost omnichannel commerce media capabilities in APAC
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Top Image: James Holloman