David Jones launches new shopping app

David Jones has launched a new mobile shopping app as its private equity owners pour $250m of new investment into the retailer to up its game against Myer and other retailers.

David Jones has launched a new mobile shopping app just before Christmas. Picture: Jake Nowakowski

Upmarket department store David Jones has launched its new mobile app as part of a fresh $65m investment in its tech transformation and that will also escalate the digital arms race currently waged among fashion, apparel and beauty retailers.

The launch of the app will be followed by a newly fashioned rewards and loyalty program to be released in mid 2025.

David Jones, now owned by private equity firm Anchorage Capital after it paid $100m for the department store two years ago, has pledged to spend as much as $250m in a range of improvements such as store refurbishments, its online offering, a new mobile app and new David Jones loyalty scheme as it takes the fight to rival Myer and other players in the sector.

On Wednesday one of the pillars of that ambitious investment strategy was unveiled as David Jones launched its new mobile app for both iOS and Android devices, which promises to provide customers with “a seamless omnichannel shopping experience”.

The retailer said the new mobile app is powered by extensive customer research and with accessibility front of mind.

David Jones said it was planning other features in future including personalised wishlist notifications, product recommendations, express checkout, live chat and loyalty program integration when David Jones Rewards is relaunched in mid-2025.

David Jones has launched a new mobile shopping app. Picture: Richard Dobson

David Jones chief executive Scott Fyfe said innovation has been the hallmark of the company’s success since its creation in 1838.

“As we deliver our Vision 2025+ strategy, our focus is on innovation and updating our platforms, offerings, and experiences to service a modern customer into the future.

“We know that 70 per cent of our online traffic comes from a mobile device and we will continue to innovate the mobile app with the aim to double the size of our online business in the next three years.“

Mr Fyfe will oversee an investment of $250m in the David Jones business over the next three years, of which $100m will be invested in its stores to ensure that by 2027 more than 42 per cent of its store footprint (stretching across 40 outlets) will be refurbished. From that budget $75m will be directed towards updating and expanding the chain’s digital offerings across online and smartphone apps.

As new management took over at David Jones under the new private equity ownership there was a realisation that the retailer needed to invest more in these areas after many years of underinvestment.

Rewards and loyalty schemes are particularly important for retailers like David Jones, and for some years the department store has been in the shade of its arch rival Myer and its highly successful Myer One program. Myer One is one of the largest and most engaging loyalty programs in Australia with more than 10 million members with Myer One customers spending 82 per cent more versus non-members.