David Jones says they are going back to the old days… 136



View Profile

In what seems like a rather logical  and common sense call, David Jones have come out in the media this week and said they are returning to the days of providing “old style service”.  They say they’ll be turning back the clock, hiring more staff and training sales assistants in the lost art of old fashioned department store service.  But will this bring you back to the stores that have been ignoring their customers for the last five years, cost cutting and shifting their brands down to the millennial?

It seems a bold and downright sensible move for the department store that has for years understaffed the stores near me, with we the customers having to hunt an entire floor to find someone to help us buy something in their Brisbane outlets.  But if it is a true shift of behaviour, I say “let’s celebrate it”.  There was some discussion last year that David Jones also plans to cater better for the older generations in the coming years, a sign we would love to hear more about in the consumer economy, knowing the burgeoning nature of the Baby Boomer as a crucial part of the economy.

Ian Moir the chief executive of David Jones new holding company, Woolworths said to Fairfax that the company is investing in 1500 new staff and are looking for the “right people to sell its brands”.

Fairfax quoted Mr Moir as saying that he was old enough to remember what department store service used to look like.  So are many of us here.  A pity it has been neglected for so long.

In a terrific lightening bolt that the previous David Jones teams have chosen to ignore, Mr Moir said,  “I think what we need to get back to is remembering what we’re here for, which is all about delivering to the customer and driving profitable top line.”
“In the past 10 years businesses have been too focused on taking costs out and managing the bottom line rather than the top one.”
Do you think “old fashioned service” will lure you back to David Jones?  How have you found their stores and service in recent years? 

Rebecca Wilson

Rebecca Wilson is the founder and publisher of Starts at Sixty. The daughter of two baby boomers, she has built the online community for over 60s by listening carefully to the issues and seeking out answers, insights and information for over 60s throughout Australia. Rebecca is an experienced marketer, a trained journalist and has a degree in politics. A mother of 3, she passionately facilitates and leads our over 60s community, bringing the community opinions, needs and interests to the fore and making Starts at Sixty a fun place to be.

  1. My husband has been a DJ store card holder since the first DJ’s in Canberra, so he is a heritage holder. His first wife (decd) loved it, we married 24 years ago and I was a DJ lover then. I have seen all the change happening and I just love to hear more will be coming soon. I prefer to go to a shop than shop on line especially with a great shopping buddy’s like my daughter or best friend, we have fun, lots of laugh and on Boxing Day hopefully lots of bargains.

  2. Live in New Zealand, been to Boxing Day sales at David Jones and Myers Wow what a experience got to be there early.

    3 REPLY
  3. If they do that and make their prices more affordable, people will shop there, The big problem with David Jones began when retail outlets like kMART came to Australia, people realized they could get the same or similar items for a cheaper price.

    3 REPLY
    • but NOT the old style service!

      1 REPLY
      • Unfortunately Jan I have never had any service from David Jones in Sydney. I think you are either a Myers girl or a DJ’s girl and I stay put in the Myer camp.

    • David Jones do not provide old style service any more either, in fact, often there is no-one to provide any service at all, at the Marion store

  4. Focusing on service and customers is the right thing to do, however after years of bad service and lack of interest shown to customers I have found that it is a whole lot easier to now shop on-line, however I prefer to shop in store for personal shopping such as clothing, shoes and I have found much better stores with great service so I would remain true to these stores now.
    Department stores such as David Jones and Myer turned their backs on customer service for profit and now they’ve realised the painfully obvious, they are expecting the loyalty of their past customers to return.

    3 REPLY
  5. Price deters a lot of people from David Jones, I like Estee Lauder Perfume but why would I pay a hugely inflated price at David Jones when I can get online and buy the same perfume at discount price on Ebay ? Customer service is great but I am looking for a bargain. Gone are the days of people paying top dollar just to shop in a name store

  6. I am not interested in fancy clothing or flashy china I shop where I can get the best price, nothing lasts today so I want it on special or not at all

    2 REPLY
  7. And they employ older people who love their jobs and treat each customer with respect, not like the young breed there today who look you up and down.

Leave a Reply

Your email address will not be published. Required fields are marked *