“Too many times”: David Jones family member laments ‘race to the bottom’ on prices, customer service

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Charles Edward Lloyd Jones worked for David Jones during its "golden era" and he says there's still a place for unique retail experiences. The post “Too many times”: David Jones…

In a retail market dominated by online offerings there’s still room for the personal touch and carefully crafted in-store experiences, a member of the family that set up department store chain David Jones believes.

After almost two centuries, the retailer is on the chopping block, collapsing into receivership and administration.

Charles Edward Lloyd Jones was a fifth-generation member of the founding family to work in the business, and the last.

He left in 1993 after finishing up as store manager at David Jones Chatswood on Sydney’s lower north shore, and similar stints at stores at Bankstown in the west and Bondi Junction in the east.

With a wealth of hands-on retail experience under his belt, including jobs in Malaysia, Hong Kong and even David Jones’ rival Myer, he’s still a big believer in the value of good service, unique offerings and leadership — arguably all things the business has lacked since it was delisted from the stock exchange in 2014.

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“If you don’t have a unique offer, then it’s a race to the bottom with price,” the 68-year-old told AAP.

“And then if it’s a race to the bottom with price, people start cutting staff and when they start cutting staff the service diminishes.”

Asked if he had circled David Jones looking for someone to ring up his purchase, Lloyd Jones said: “Too many times.”

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