Founded in 1838, David Jones is one of Australia’s most iconic premium department stores, offering fashion, beauty, homewares, and lifestyle products from leading local and global brands.
The Story At a Glance
David Jones relied heavily on syndicated reviews while owned review collection remained extremely low at just 0.014% order-to-review capture. They needed a faster, more scalable way to collect trusted customer feedback earlier in seasonal product lifecycles.
After beta testing revealed customers interacted 5.9% more with David Jones-owned reviews than syndicated content, David Jones partnered with Yotpo to simplify review collection directly within email and rapidly scale first-party customer content.
David Jones collected more reviews in six weeks with Yotpo than they did in 12 months with their previous provider. David Jones increased order-to-review capture from 0.014% to 2.02% and collected 100K owned reviews. Products with reviews converted 1.5% higher, while faster review collection helped drive stronger full-price sales earlier in the season.
Alex Carter
Head of Digital & Marketplace
Strategy
David Jones conducted customer research and on-site testing to understand how shoppers engaged with syndicated versus owned reviews. The retailer wanted to better understand which review experiences customers trusted most when making purchase decisions.
Result
Testing revealed shoppers interacted 5.9% more with reviews collected directly from fellow David Jones customers. Reviews from shoppers with similar purchasing experiences and local context proved more trusted than generic syndicated content.
Strategy
David Jones identified major friction in its previous review collection process, contributing to a 0.014% order-to-review capture rate. Using Yotpo’s in-email review collection, the retailer simplified the experience and made it easier for customers to leave feedback quickly.
Result
Within 12 months of launching with Yotpo, David Jones increased order-to-review capture from 0.014% to 2.02%, with a 4.5 average star rating. Additionally, they collected more than 100,000 owned reviews, doubling the total collected across the previous five years combined.
Strategy
With fashion ranges operating across short seasonal windows, David Jones needed products to build trust quickly while inventory was still selling at full price. They focused on increasing review velocity earlier in the product lifecycle so customers could access authentic feedback sooner.
Result
By getting reviews live earlier in the season, David Jones helped customers shop with greater confidence before markdown periods began. Products with reviews converted 1.5% higher than products without reviews, reinforcing the impact of early social proof on full-price sell through.
Alex Carter
Head of Digital & Marketplace
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