David Jones’ new retail media business wants brand budgets – both from the suppliers it already works with as well as wooing marketers across travel, automotive and lifestyle. CMO James Holloman is backing shopper data from 5.4 million premium David Jones customers – and the ability to hyper-target them across DJs stores and digital assets as well as across the open web – in a plan to woo marketers to spend with its new Amplify media unit. Years in the making, Holloman needed to convince powerful merchandising teams to cede control of how they strike deals with suppliers while building a tech stack from scratch and centralising control of its sprawling assets. Now the marketing-run Amplify has its own P&L and great management expectations. Jonathan Hopkins, whose firm Sonder helped value DJ’s assets and develop the media business, says the average department store retailer in Australia could make $34m annually from media. But that’s the average, and DJs is top-end, with 55m annual store visits and 110m hits to its website. It’s loyalty data-powered offsite media revenue could be significant but Holloman’s not putting a figure out there, and shies away from any suggestion it’s a ‘Cartology for premium shoppers’. “It’s early days,” he says. “But we’ve got ambitious targets.” Here’s how Australia’s oldest retailer got into the newest, fastest-growing media game in town – and where it’s headed next.

David Jones’ new retail media business wants brand budgets – both from the suppliers it already works with as well as wooing marketers across travel, automotive and lifestyle. CMO James Holloman is backing shopper data from 5.4 million premium David Jones customers – and the ability to hyper-target them across DJs stores and digital assets as well as across the open web – in a plan to woo marketers to spend with its new Amplify media unit. Years in the making, Holloman needed to convince powerful merchandising teams to cede control of how they strike deals with suppliers while building a tech stack from scratch and centralising control of its sprawling assets. Now the marketing-run Amplify has its own P&amp;L and great management expectations. Jonathan Hopkins, whose firm Sonder helped value DJ’s assets and develop the media business, says the average department store retailer in Australia could make $34m annually from media. But that’s the average, and DJs is top-end, with 55m annual store visits and 110m hits to its website. It’s loyalty data-powered offsite media revenue could be significant but Holloman’s not putting a figure out there, and shies away from any suggestion it’s a ‘Cartology for premium shoppers’. “It’s early days,” he says. “But we’ve got ambitious targets.” Here’s how Australia’s oldest retailer got into the newest, fastest-growing media game in town – and where it’s headed next.

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

Retail media goes upmarket: David Jones CMO targets auto, travel, lifestyle brands in premium tilt, touts 5.4m high-end shoppers across stores, online and open web as crunch-resistant customers keep spending

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