How onQ Digital has partnered with David Jones for 5+ years to build and operate David Jones Amplify, Australia's premium department store retail media network, with programmatic monetisation via 35+ DSPs.
Overview
David Jones is Australia's most iconic department store, serving premium shoppers across a national network of stores. onQ Digital has been the strategic and technology partner for David Jones Amplify, the retailer's retail media network, for over five years. The partnership has evolved from an initial hardware deployment programme to a full retail media strategy partnership.
Key Results
| Metric | Outcome |
|---|---|
| Partnership duration | 5+ years |
| Hardware | LED video walls and commercial screens across the national store network |
| Retail media brand | David Jones Amplify commercial framework |
| Monetisation | Programmatic SSP connecting to 35+ DSPs |
The Challenge
David Jones' brand positioning as Australia's premium department store set a high bar for the retail media network. The screens and video walls needed to enhance, not detract from, the premium store environment. The commercial framework needed to attract premium brand advertisers and deliver the measurement and reporting standards they expect.
The Solution
onQ Digital designed and deployed the full retail media infrastructure for David Jones Amplify, from hardware specification through to programmatic monetisation and managed operations. The solution combines premium LED video walls and commercial screens with onQ CMS for centralised content management and retail media campaign logic, connected to 35+ DSPs for programmatic demand.
Client Testimonial
"David Jones has been working with onQ for over five years and more recently partnering with onQ on our Retail Media Strategy, with the launch of David Jones Amplify. Myles and the onQ team have been very strategic, responsive, flexible, and resourceful in providing solutions for our Retail Media Strategy. I personally have found onQ a fantastic partner, providing excellent pricing and diligent service to all of the key teams at David Jones. I would highly recommend onQ as a partner for any in-store digital solution."
James Holloman, Chief Marketing Officer, David Jones
Frequently Asked Questions
Can in-store screens be used to generate advertising revenue?
Yes. onQ Digital's retail media platform allows you to sell advertising inventory on in-store screens to brands and suppliers. The David Jones Amplify network connects to 35+ DSPs via onQ's programmatic SSP, enabling automated buying and selling of premium in-store inventory at scale.
How do we update content across multiple in-store locations?
onQ CMS allows you to manage content centrally across all locations, with the ability to schedule different content for different stores, regions, or time periods — essential for managing the David Jones national store network from a single platform.
Can digital signage be integrated into an existing store fitout?
Yes. onQ Digital's custom fabrication team designs and manufactures bespoke enclosures and architectural integrations that work seamlessly with existing store design — critical for David Jones' premium brand environment.
How does onQ's platform differ from traditional digital signage?
Traditional digital signage focuses on content playback. The onQ Retail Media OS transforms venues into monetisable media networks, combining media-grade infrastructure, programmatic monetisation, dual-mode audience analytics, and strategic services — as delivered for David Jones Amplify.
