The verdict on DJ’s online appliance store

David Jones launched its online store yesterday, offering a wide range of small appliances from hand mixers and food processors to coffee machines, toasters and sandwich presses. But the question is: will consumers head online to buy their new appliances, rather than visit a store to experience the product first hand and receive assistance from sales people? www.connectedchefs.com spoke to a number of consumers about their willingness to buy appliances on the internet, and though it’s early days yet, it doesn’t appear that this section of David Jones’ online store will do a roaring trade this Christmas.

David Jones is the latest Australian retailer to join the online race, jumping on the internet less than eight weeks out from Christmas Day. Appliances from Sunbeam, Cuisinart, Breville, Bamix, DeLonghi, Jura, Kenwood, KitchenAid, Magimix and Tefal are available at its online store, at the same price point as in store.

Office administration assistant Megan Overton, 21, told www.connectedchefs.com she would purchase small appliances from David Jones’ online store, with very little hesitation. Overton revealed she is an avid online shopper, often buying clothes from the internet.

“I’d definitely shop at their online store. Why not? It’s quicker and easier than going into a store,” Overton said.

Overton said she would most likely research the appliance she was considering, prior to jumping online and buying it.

“Well I’d want to make sure I’m getting the right appliance, and to do that you need to research all the different products and brands,” she said.

“But if I found while I was researching that I could get the same appliance somewhere else, I would go and get it there. A good price is more important than having something delivered,” she added.

The internet isn’t a warm place to shop

Ben Sayers, 30, is the barista at the Bureaux Offices in Sydney. Sayers and his partner are very keen home cooks, often whipping up new recipes and having friends over for dinner parties. He told www.connectedchefs.com that though he is interested in looking at David Jones’ new online store, he wouldn’t buy an appliance from it.

“When it comes to appliances I want to go into the store and pick it up and touch it. You can’t do that on the internet, which I think of as being a pretty sterile environment,” he said.

Sayers admitted he isn’t a big online shopper, saying he only uses the internet to buy concert tickets.

“I like to be able to go into a store and ask a question and have it answered immediately. If you have a question when you’re shopping online, it takes a while to get it answered,” he said.

“I suppose for people who like shopping online or for those of us who are lazy it’s a good thing. But I don’t see the point, especially when you’re getting it for the same price as you would in the store,” he added.

50-year-old Sydney counsellor, Mrs. Roberts, agrees with Sayers in his belief that the internet isn’t the ideal place to buy appliances.

 ”Although I might visit the site for ideas, e.g. what is available, what it does/doesn’t do etc.,” Roberts told www.connectedchefs.com

 I actually like to actually see and touch.  So to make a decision on what it does – yes.  To buy, probably not,” she added.