DJs wants to play its cards exactly right

The David Jones store card portfolio could have a profound impact on the Australian card market. Currently DJs has 800,000 store cards with half in regular use, and runs its program in-house, but it is considering an alliance to offer a co-branded general purpose card. Initially DJs received offers from 11 would-be partners but this was quickly culled to four. “We only have one opportunity to get this right,” said CEO Mark McInnes.