David Jones’ boutique offering open for business

David JonesDavid Jones has cut the ribbon on its first boutique format store in Sydney’s Barangaroo precinct this morning, unveiling a curated product offering that’s been designed for local customers.

Set over 1396sqm, the smaller format store is spread over two levels, with the ground floor focusing on an accessories offering that includes a nail salon and makeup parlour, provided to customers as a service via appointments.

The second level, accessed by a two-flight staircase in the middle of the store, houses the apparel range and personal shopping suite, including designer brands like Ralph Lauren, Zimmerman and Calvin Klein.

While the smaller format store has restricted the up-market department store from offering their full range, CEO John Dixon says a click-and-collect offering that caters to same-day orders made before noon will service an expanded offer.

“The most important thing is to give our customers the full David Jones range,” he told Inside Retail. “What’s good about the service is that you can order what you want in the morning sitting at your desk in one of the office blocks around here and then collect that product from the store literally a few hours later.”

Dixon says click and collect functionality plays an important role in catering to the local market, who comprise of busy business people working in the immediate area, stressing the importance of a combined online and instore experience that goes beyond the transaction.

“My vision for the David Jones department store business going forward as a premium player in the market is that it’s going to be much more about how we give our customers an amazing experience,” he said.

“Retail is moving away from being a transactional experience, offering these beauty services, personal styling sweets —particularly for our VIP shoppers— and introducing a food business in the future are all ways of giving our customers a better overall in store experience.”

While there aren’t any plans to bring David Jones’ previously announced food offering into the boutique store, it does have a cafe that faces out onto Barangaroo precinct’s thoroughfare.

“The cafe provides a fantastic number of options for customers. It’s not just about having hot and cold beverages; it’s on the go food options – whether that’s breakfast, lunchtime or something towards the end of the day,” Dixon explained.

The store’s change room falls short of the unique designs being rolled out across Myer’s network, but DJs may soon be matching their competitor’s ongoing attempt to gain a better understanding of their customers. Leaving the possibility of beacons in DJ stores open ended, Dixon revealed that they are preparing to expand their customer relationship management (CRM) system.

“One of the things you will see from David Jones in the next few months is the continued development of what we call our CRM program … which allows us to better understand the needs of our customers to have more of an individual communication with them,” he said.

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