David Jones Amplify: the David Jones retail media network, and its status after administration

It sells an affluent audience rather than a weekly grocery basket. In 2025 Amplify described an annual audience of five million people, 60% of whom earn more than A$200,000 a year (company claims, B&T, 16 April 2025). Those claims make it a natural fit for fragrance, fashion, luxury and travel brands. Grocery networks such as Woolworths' Cartology sell frequency; Amplify sells spending power.

Its inventory looks like a department store, not a website. Amplify sells shop windows, lift wraps, security gates, lightboxes, store radio and custom "Hot Spots" for brand installations. Screens are only one format among many. A perfume house could take a window on Elizabeth Street, a fragrance tower inside and a solus email to subscribers in the same week. US department stores such as Macy's and Nordstrom offer the closest comparison.

The third point is the owner's financial position. David Jones entered voluntary administration and receivership on 5 November 2026 after talks with landlord Scentre Group broke down (Inside Retail, 5 November 2026). Receivers are reviewing the store footprint, and media reports cited by Ragtrader say up to 26 stores could close. In-store inventory depends on stores staying open. Any booking made now should allow for that.

Counts are company figures reported by B&T, 16 April 2025. Store numbers have fallen since.

In-store. Windows, screens, lightboxes, lift wraps, store radio, Hot Spots, pop-ups and private event spaces. Screen campaigns get 25% share of voice. The in-store retail media guide explains how share of voice and screen counts translate into impressions.

Onsite. Criteo powers the online component, including display ads on high-traffic product listing pages targeted by browsing and buying behaviour. See the Criteo vendor profile for how its retail media platform works.

CRM and offsite. Solus emails, direct mail to more than 620,000 opted-in recipients and programmatic ads on social, video and display using David Jones first-party data. Amplify reported a 37% average unique open rate for solus emails (company claim, B&T, 16 April 2025).

David Jones uses first-party data from online browsing, purchases and its CRM base. When Criteo was appointed, chief marketing officer James Holloman said brands could target customers "based on retail behaviours" (Criteo, 27 March 2024). Direct mail can be segmented by brand spend, category or lifestyle group using Mosaic profiling.

Brands receive campaign results, not customer records. We found no description of a clean room for offsite matching. Buyers should ask how customer data will be handled if the business is sold.

Amplify provides "full post-campaign reporting" after each campaign. Criteo reports onsite results. We found no published method linking in-store media to store sales, no closed-loop measurement claim for physical formats and no independent audit.

1. Check the status first. Confirm with David Jones or the administrators that Amplify is taking bookings and which stores will stay open.
2. Brief the Amplify team. Campaigns follow briefing, proposal, approval and launch.
3. Book onsite through Criteo if you want product listing page placements; Criteo also works with JB Hi-Fi in Australia.
4. Add CRM or windows for launches aimed at loyal customers.
5. Protect the booking. Agree what happens to prepaid media if a store closes, and confirm the reporting you will receive.

It suits:

• premium fashion, beauty, fragrance and luxury brands sold at David Jones;
• travel and lifestyle brands that want affluent Australian audiences;
• launches that need high-visibility physical placements.

It suits less:

• brands that need certainty of store inventory during the administration;
• advertisers who want self-serve tools across all formats;
• buyers who need audited, sales-matched results.

• Amplify's status and staffing after 5 November 2026.
• Which stores will close, and their share of Amplify's physical inventory.
• David Jones' head office location from a primary source.
• Whether the offsite expansion with Criteo, planned in 2024, launched.
• Rates, minimum spend and Amplify revenue.

1. Mumbrella, "David Jones launches retail media department Amplify" (published 3 August 2023 UTC, 4 August 2023 in Australia). https://mumbrella.com.au/david-jones-launches-retail-media-department-amplify-796364
2. Criteo, "David Jones Selects Criteo as its Retail Media Partner" (Sydney, 27 March 2024). https://www.criteo.com/news/press-releases/2024/03/david-jones-selects-criteo-as-its-retail-media-partner/
3. B&T, "Selling Style: Inside David Jones' High-End Retail Media Offering" (16 April 2025). https://www.bandt.com.au/selling-style-inside-david-jones-high-end-retail-media-offering/
4. Criteo, "JB Hi-Fi launches Australia's first Consumer Electronics Retail Media Network with Criteo" (10 February 2026). https://www.criteo.com/news/press-releases/2026/02/jb-hi-fi-launches-australias-first-consumer-electronics-retail-media-network-with-criteo/
5. Inside Retail Australia, "Anchorage, Hilco vow financial lifeline, support to David Jones" (28 October 2026). https://insideretail.com.au/business/financial/anchorage-hilco-vow-financial-lifeline-support-to-david-jones-202610
6. Inside Retail Australia, "David Jones enters administration, receivership; store closures loom" (5 November 2026). https://insideretail.com.au/sectors/department-stores/david-jones-enters-administration-receivership-store-closures-loom-202611
7. Ragtrader, "Official: David Jones enters administration" (5 November 2026). https://www.ragtrader.com.au/news/official-david-jones-enters-administration