After launching its new webstore during the second quarter of the 2014 financial year, David Jones has reported a 150 percent lift in online sales alongside its total sales revenue for the period.
David Jones CEO and managing director Paul Zahra said the growth is a reflection of the popularity of the additional functionalities that have been added to the site, including "click & collect" and the online gift registry capabilities.
The company also highlighted that its webstore operated uninterrupted throughout the all important Christmas and clearance trading periods, unlike its main competitor and failed merger partner, Myer, which experienced extensive downtime over the Christmas trading period. Both companies, though, have IT deals with IBM that include the online shopfronts.
In 2012, Zahra committed to reversing the retail giant's losses by boosting its multi-channel offering with additional products on its online, mobile, and Facebook stores.
"The primary focus of the company is to lay the foundation for future growth and development as an [omni-channel retailer] by implementing the system's platforms, organisation structure, and processes required to support the company's transformation," he said in March 2012.
The company also reported that total sales revenue for the quarter was AU$618.1 million — a 4.7 percent increase from the AU$590.1 million that was reported during same period last year.
On a like-for-like basis, total revenue increased to AU$602.2 million, up 2.1 percent from last year's AU$590.1 million.
"We were pleased to see growth in both foot traffic and basket size this quarter, which enabled us to return to positive like-for-like sales growth," Zahra said.
"This quarter, we were able to capitalise on the future strategic direction plan initiatives we implemented over the past two years. We will continue to make good progress in the roll-out of our plan, which will enable us to leverage improvements in consumer sentiment and trading conditions."