David Jones American Express credit card

Department store giant David Jones has launched a brand new American Express credit card product to sit alongside its David Jones store card. The retailer is confident that its loyal customer base will embrace the card, not least for its generous points earning scheme and spend incentives.

David Jones opts for American Express

Given the retail giant's status, a great deal of speculation had been stimulated upon announcement of a new David Jones credit card. The conjecture was particularly centred on the store's choice of finance partner, with Citigroup emerging as a frontrunner early on. American Express has eventually won out, however, and the David Jones credit card can be used wherever the American Express Blue Box logo is seen.

What the David Jones credit card offers

The David Jones credit card offers 3 Points for every dollar spent outside of David Jones, 4 Points for every dollar spent shopping instore at David Jones and, as a special launch incentive, the card also offers a "double your Gift Points" deal during a customer's first 6 months. Furthermore, a $50 David Jones Gift Card is presented to every customer for their first spend outside of a David Jones store.

The David Jones credit card launch

Despite enlisting the mandatory catwalk beauty, in Megan Gale, as the face of its American Express credit card brand, David Jones chose a quite unconventional approach for its product's launch party. Opting to host the do at a Darlinghurst car wash, as opposed to a ritzy uptown bar, David Jones aimed to draw attention to the credit card's full service offered and in particular its incentives for spending outside of David Jones' stores. The bash drew Matthew Newton (son of Bert Newton), Nicky Zimmermann, Sarah-Jane Clarke, Kirrily Johnston, Kit Willow, Heidi Middleton and Sarah-Jane Clarke, amongst others, and included a live set from legendary Aussie band The Church.

It remains to be seen whether the David Jones card will appeal to consumers beyond the retailer's customer base, despite offering fairly generous incentives for a store credit card. The Woolworths credit card, launched earlier this year, has more partnership store deal incentives, but not as high a points offer for spending outside the central brand. Either way, there's little doubt that faithful David Jones customers will jump at the chance to earn points on their regular investment in the luxury brand retailer's goods.

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