David Jones has joined the growing ranks of major retailers to establish their own retail media sales and management business. 

The department store chain has launched a standalone business called David Jones Amplify which will give brands access to more than 475 in-store media, 102 digital formats and 70 print and digital editorial formats. 

The move follows similar initiatives by Woolworths Group – which set up Cartology inspired by US retail giants Target and Walmart – and Chemist Warehouse, among others. 

James Holloman, chief marketing officer at David Jones, says Amplify can help brands increase customer spend and acquire new customers. 

“This is a true partnership. We want to partner with brands to achieve their marketing objectives.”

The retailer has commissioned Sonder to audit and value its 30,000 annual media placements across point-of-sale, solus emails, window displays, its Jones magazine, pop-ups, website and digital screens.

David Jones Amplify will collect and analyse first-party data so advertisers can track their investments. 

“Our approach will bring customer trust to the retail media landscape and is based on true partnership,” said Holloman. “We believe Amplify will showcase brands like no other, benefiting brands, advertisers and customers.”

The company has engaged Medium Rare Content Agency to work with ‘non-endemic’ prospective advertisers who do not have existing relationships with David Jones. The agency will focus on premium and lifestyle brands that complement endemic brands and appeal to the retailer’s premium customer base.