‘It’s not about us’: David Jones switches focus to emotional connection with customers
Department store David Jones will continue to put customers at the heart of its above the line marketing as it moves away from a strategy of “being all about us”, its general marketing manager has said.
Victoria Doidge told Mumbrella the brand was becoming increasingly customer centric and looking to create emotional connections with its audience in order to “inspire” them.
The comments came as David Jones unveiled the first wave of its Christmas marketing push with a conscious shift from a merchandise-driven campaign to one designed to “capture the spirit of Christmas”.
The commercial tells the story of a young boy who becomes perplexed, and then dejected, that Santa won’t be able to visit as his house has no chimney.
John Lewis ad anyone?
Good ad thought, thumbs up!
“let’s be more like John Lewis”
“Yeah totes”
This is why traditional big retailers are getting smashed in this country. It’s a great film but there’s NOTHING about the product in there. Does no one understand that retail is about selling? About giving consumers a reason to walk through your doors.
First Myer. Now DJ’s. Gonna be some nervous shareholders out there this Christmas.
Its hard to beat the John Lewis christmas story from last year!
And how it filtered through the media with its ‘storytelling’ was pretty impressive
Nice ad well crafted. May be a smidgen cluttered in its longest form, but it works very well.
David Jones’ owner, Woolworths SA is actually closely aligned with Marks & Spencer rather thank John Lewis, so emulating the ‘competition’ is actually the story.
What is with that Myer ad, why does the voice talent have a lisp, who hired her?