For the first time, David Jones is using social media to promote its sale along with a big online advertising push.
“We have a very heavy advertising program for clearance,” Daniels says.
“The base is press, television and radio, but the key difference for this year is we have introduced digital display advertising and Facebook, Twitter, Instagram and Pinterest.
“It is the first step to being a true omni-channel retailer by Christmas.”
For Myer customers who are not members of the loyalty program, there are “Daily Deal” giveaways throughout the sale period which offer specific reductions for a limited period of time.
“We launched Make my Day and Daily Deal at the summer stocktake this year and were really happy with how it went,” Lynch says.
“We will introduce new offers every week right throughout the period of sale.
“We are also using call outs like ‘Early bird gets the right size’ and ‘Buy now or cry later’, to add a bit of a sense of urgency and a bit of fun into the campaign.”
David Jones is not offering any special deals on a daily basis but instead has shortened its sales period from last year.
“We have actually started one week later than last year; a concerted effort to reduce the length of the campaign and align it more with winter weather,” says Daniel.
“We felt it was too long and there is a view of a sales fatigue in general; that is not fatigue about David Jones, that is the market you can talk to any retailer about that.”
Cara Waters is a former SmartCompany editor. Previously, Cara was a senior reporter for the Financial Times’ website and worked for The Sunday Times in London.
