David Jones will release a new mobile shopping app this month and in early 2025 build a new loyalty program into the app to compete with Myer’s One loyalty program. David Jones management reviewed other department store loyalty programs offshore including those offering in-store experiences rather than just points to spend on items. Included was Selfridges Unlocked, launched in July last year, which offers automatic free shipping on orders over £150 and first access to events, services and product launches. David Jones is planning to get more connected to its customers. It's newly established retail media business, David Jones Amplify, follows Nordstrom's benchmarks and targets premium shoppers. It's also investing in technology for personalisation and has recruited resources from NAB to drive its digital strategy.