By Aimee Chanthadavong

Department store David Jones has launched ‘Our Promise’, vowing to price match local online competitors offering identical products.

This is an extension to its current price matching policy on identical products offered by other bricks and mortar stores.

Helen Karlis, David Jones spokesperson, told RetailBiz the policy is to help boost the retailer’s presence online.

“David Jones has had a price matching policy for many years. Given the growth of online retailing we felt it was appropriate to refresh this policy and extend it to Australian online,” she said.

“This is part of the DJs proposition to customers – we won't be knowingly be undersold and customers can have confidence when shopping at David Jones.”

However, the David Jones Price Promise does not apply to any overseas and online-only retailers.

“The reason it is not extended to overseas and online only retailers is because those products are subject to different costs and we aren't comparing apples to apples,” Karlis said.

“For instance overseas purchases are exempt from GST and tariffs (up to $1000) but subject to shipping costs and online only retailers don't have the rental and labour costs faced by bricks and clicks retailers.”