David Jones has overhauled its loyalty and store-format strategy as part of a $250 million revamp and launched a rewards program offering either David Jones points or Qantas Frequent Flyer points. A $60 million tech upgrade produced a new website and shopping app serving as the loyalty program’s core and enabling members to link accounts, track points and access personalised offers. David Jones Amplify, its new retail media arm, is targeting $35 million in annual revenue. The retailer posted a $74.4 million loss in 2024 and is not expected to return to profit in 2025. Since partnering with Qantas in September, David Jones has added 140,000 loyalty members, taking total membership to 3.74 million.