As part of the company’s continual move into the omni-channel space, David Jones has launched its first retail iPad app.

Created using Adobe Digital Publishing Suite, the app, which is now available on iTunes, is called The David Jones Magazine showcasing guest editorial, shop-able content and provides customers with an interactive shopping and catalogue experience.

David Jones’ decision to offer customers a tablet solution comes as the Adobe Digital Index revealed that tablet users on average purchase 20 per cent more than web visitors and 50 per cent more than smartphone users.

David Jones marketing manager Gary Davey said using Adobe digital publishing solutions made app development easy and was an effective way for David Jones to connect with its customers.

“Since announcing our digital strategy in November we have seen significant levels of engagement and a very pleasing amount of traffic to the David Jones online site. By adding our new mobile application into the mix we will be offering customers an even better shopping experience,” he said.

“We want our customers to be able to access more than 1000 brands we have on offer, when and where they want. An app for tablet devices allows customer to get inspired and also experience one of many new ways to shop with us.

David Jones chose Adobe for its new digital venture as it offers a complete solution to create, distribute, monetise and optimise engaging content and publications for tablet devices.

“Adobe Digital Publishing Suite has given us a flexible, complete solution. One of the nice advantages of Adobe DPS is that we can immediately leverage the creative assets produced for our paper-based catalogues with minimum reformatting. We are starting with a tablet app, but we are planning to use the platform to scale to multiple devices as we want, whether that’s Android devices or the iPhone,” Davey said.

“The Digital Publishing Suite’s analytics service will also help us to understand how our customers are using our content, so we can improve on it and deepen reader engagement.

“For the first time David Jones customers anywhere in Australia can browse the latest brands and designs on their tablets and click through to the website, making shopping easy and driving revenue as a result.”