The evolution of retail media
Retail media has transformed dramatically in just a few years. Once defined by in-store promotions and banner ads, it now represents a sophisticated ecosystem powered by AI, data, and omnichannel customer journeys.
At the 2025 iMedia Retail Summit in the Gold Coast, Rokt’s Michael Dunlop sat down with Melissa Polglase, Head of Category Marketing and Retail Media at David Jones, for a fireside chat on the reinvention of retail media. The conversation revealed how David Jones’ Amplify network has evolved from concept to a fully-fledged media platform, and what the future holds for retailers embracing this new wave of growth.
From department store to media platform
Four years ago, retail media was not part of the David Jones business model. Today, Amplify connects brands with customers across digital, physical, and offsite environments.
Melissa explained:
This shift has allowed David Jones to unlock new revenue streams, create meaningful customer experiences, and attract both endemic and non-endemic advertisers.
Campaigns that connect culture and commerce
When asked about favorite activations, Melissa highlighted two partnerships that showcase Amplify’s creative range:
- Yellowstone x David Jones: A rugged, cinematic campaign that brought the energy of the show to life through curated fashion edits, digital takeovers, and editorial storytelling.
- Emily in Paris x David Jones: A playful, feminine fashion campaign that leaned into lifestyle storytelling with shoppable edits, influencer engagement, and content partnerships.
Both campaigns proved that when cultural alignment and customer relevance come together, retail media becomes more than inventory. It becomes storytelling at scale.
Expanding into non-endemic opportunities
The conversation also explored how David Jones has moved beyond endemic categories into sectors like auto, travel, and streaming. Melissa credited their confidence in customer data and premium positioning as the foundation:
Rokt’s Michael Dunlop reinforced the opportunity for relevance-driven advertising at scale, noting that non-endemic campaigns often drive engagement rates as high as 10% and can outperform even endemic categories.
Advice for retailers starting their journey
Melissa’s guidance for retailers considering retail media was simple:
This customer-first, business-embedded approach has made Amplify a sustainable growth driver for David Jones.
Looking ahead
Retail media is no longer an experimental channel. It is becoming a core driver of growth across industries. For retailers like David Jones, the evolution of Amplify demonstrates the potential to create modern media platforms rooted in relevance, storytelling, and data.
As Michael Dunlop closed the session, he emphasized the opportunity ahead. By combining AI, premium data assets, and the right cultural context, retailers can reinvent the Transaction Moment™ and deliver measurable growth for both customers and partners.
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