What: David Jones launches a flexible loyalty programme with Qantas, offering customers the choice to earn and redeem points across both brands.

Why it is important: By leveraging cross-industry collaboration and advanced personalisation, David Jones positions itself at the forefront of retail loyalty innovation.

David Jones has introduced a new loyalty programme in partnership with Qantas, marking a significant evolution in how department stores approach customer engagement and value creation. Unlike traditional points-based systems, this program allows members to seamlessly alternate between earning David Jones Rewards Points and Qantas Points, providing unprecedented flexibility and choice. The initiative is a core element of the retailer’s “Vision 2025+” transformation strategy, which also includes major investments in store refurbishments, e-commerce, and customer experience. By embedding itself within the broader lifestyle ecosystem of its customers, David Jones aims to drive repeat visits and gather valuable data to enhance personalisation and targeted services. The program’s hybrid structure satisfies both rational and emotional needs, offering points and perks while also fostering status and exclusive experiences such as fashion events and luxury touchpoints. This approach reflects a broader industry trend toward integrating digital innovation, emotional engagement, and customer-centricity, ensuring the retailer remains relevant in a rapidly changing retail landscape.

IADS Notes: David Jones’ loyalty strategy mirrors the transformation seen in leading department stores, as detailed by Inside Retail in May 2025, where Selfridges and Lane Crawford blend digital innovation with experiential rewards. The April 2025 Inside Retail report on Qantas’ loyalty success underscores the value of strategic partnerships, while BCG’s December 2024 analysis highlights the need for retailers to evolve loyalty programs to meet rising consumer expectations. Retail Dive’s October 2024 coverage of data-driven personalisation and Drapers’ May 2025 focus on AI-powered loyalty tools at Selfridges further illustrate the industry’s pivot toward flexible, emotionally resonant loyalty ecosystems.

Loyalty as strategy: How David Jones is reengineering value creation