Heartening to see David Jones announce a return to the style of personal service that once made it the popular choice for older adult shoppers.

DJs is creating 1500 new positions for service staff, which should mean less wandering round the store looking for help and fewer bemused looks when you do find someone.

Ian Moir, 56, head honcho of DJs owner Woolies, said he’s old enough to remember what department store service used to look like. And of course he is.

As other stores seek to streamline their service costs to compete with the rise of online shopping, such as the retailing reformation that is the supermarket self-checkout, DJs seems to be swimming hard against the tide.

These new service staff are being hired to ‘genuinely reflect the brands they sell’. It certainly makes sense for DJs to offer fashion brands sold on concession a bit more brand influence in the department store environment. It makes you wonder whether the brands will get a say in who works on their brand?

So who is this initiative really for? Is it to welcome back the 50+ community that fondly remembers the Age of Service? Possibly, but this market has moved on a bit. It has now developed a competency in online browsing such that you can’t really see better service helping too much in homewares and other bulky goods, unless the prices are as sharp as the service. It may be more likely to attract a new generation of service-sensitised shoppers, who enjoy being valet parked and massaged in the middle of Westfield.

Time will tell.

http://www.smh.com.au/business/retail/david-jones-store–invests-in-more-staff-for-oldstyle-service-20151029-gklsq4.html