David Jones Boosts Buy-To-Detail Rates and Online Engagement With Product Enrichment at Scale

David Jones is one of Australia’s most well-known luxury retailers. They are trusted for quality, style, and a curated set of brands across fashion, beauty, home goods, and more.

Online, shoppers expect the same level of care and quality. But with over one million products in its PIM and hundreds of brand partners, bringing new products online quickly while keeping product details accurate and consistent had become a significant challenge.

The Challenge  

David Jones needed every product page on its online store to reflect its in-store experience: polished, accurate, and trusted.

However, although Partners were adding product information into the PIM, many did not have the tools or time to do it correctly.  

This led to 20% of products missing important details, and another 5% needing extra manual editing before meeting brand standards. The problems compounded from there:

• The manual process meant that new products took too long to be launched online. ‍
• Inconsistent product data meant shoppers could not always find what they were looking for, impacting product discoverability.
• Some listings did not match the premium tone the brand is known for, which caused confusion and eroded trust.

David Jones needed a faster and more reliable way to gather missing product data, create consistent product descriptions, and keep quality high across all product categories.

The Solution

David Jones partnered with Trustana to establish the product data foundation needed to power a smarter and faster process for improving product content at scale.

Here’s what changed:

1. Data enrichment at scale - Trustana’s system filled in missing product details and corrected incomplete or wrong information automatically. ‍
2. Consistent brand voice - Product descriptions adhered to the David Jones tone, so every listing felt consistent and premium. ‍
3. Seamless connection - The enriched content was sent directly into the company’s PIM, mapped accurately to the category tree, and removed the need for manual intervention. ‍
4. Category consistency - Details such as color, size, and material were standardized, so shoppers could filter and search more easily to find products online.

This foundation would provide the David Jones team the ability to keep pace with digital growth while maintaining the quality their brand is known for.

The Results

• 12% - 52% BTD lifts across core categories ‍
• 73 brands refreshed ‍
• Up to 8000 SKUs enriched weekly

For David Jones, the change was as much about customer confidence as it was about numbers. With more complete and accurate product information, shoppers could finally explore the depth of each collection online in the way they would in-store. That clarity translated into stronger engagement across every category.  

The clearest signal of success came from a metric that shows how customers respond when product information is right: the Buy-to-Detail (BTD) rate.

What is BTD? It measures how often a shopper, after seeing a product, clicks through to view its detail page. A higher BTD indicates stronger appeal and relevance.

For David Jones, enriched content at scale delivered a dramatic impact to BTD across categories:

• +12% in Footwear & Accessories ‍
• +14% in Men’s Fashion ‍
• +28% in Women’s Fashion ‍
• +52% in Home Goods

These gains showed that customers were not only noticing products but actively choosing to engage with them at a deeper level.

At the same time, enrichment became an automated routine. With nearly 8,000 SKUs refreshed each week, the business could move brand updates forward without bottlenecks or compromises. Consistent classification supports better filtering and discovery, helping customers find what they want faster.

The result is a faster, streamlined process to launch new products and brand refreshes online with a digital shopping experience that feels sharper, more consistent, and more trustworthy; a digital reflection of David Jones’ in-store legacy.

"Trustana gave us the ability to scale product content creation in a way we simply couldn’t achieve before. Accuracy and completeness have improved dramatically, and the lift in Buy-to-Detail rates across categories shows the difference it makes. We can now refresh thousands of SKUs every week with confidence, which has accelerated both our brand updates and our ability to serve customers online." — Kate Johnston, eCommerce Merchandise Manager, David Jones