JB Hi-Fi has officially entered the retail media arms race, launching Australia’s first dedicated consumer electronics retail media network. This strategic move, in partnership with Retail MediaWorks, opens up one of the country’s most valuable shopper audiences to brands and agencies for the first time.
The collaboration grants advertisers access to JB Hi-Fi’s extensive omnichannel footprint, which includes 207 stores and the nation’s most frequented consumer electronics website. This initiative is being promoted by both parties as a high-intent, high-impact alternative to traditional digital and in-store advertising.
Why JB Hi-Fi is Making This Move Now
According to JB Hi-Fi’s Director of Marketing and eCommerce, Gary Siewert, the partnership reflects a shift in how brands aim to reach consumers at critical moments in their purchasing journey. Siewert emphasized the importance of retail media in engaging customers during moments of active consideration.
“Retail media plays an increasingly important role in how brands engage customers during moments of active consideration. Partnering with Retail MediaWorks, the market leader in delivering retail media at scale, allows us to deliver targeted omnichannel advertising experiences that are relevant for shoppers and valuable for brand partners, supported by proven technology partners.”
The initial phase of this network will prioritize near-endemic brands—those already operating close to JB Hi-Fi’s core categories—before expanding into broader endemic and non-endemic opportunities as inventory and data capabilities develop across digital and physical touchpoints.
A New Vertical for Australia’s Retail Media Economy
For Retail MediaWorks, this deal introduces a powerful new category to its expanding national footprint, extending beyond grocery, liquor, hardware, and pharmacy into high-consideration consumer electronics. CEO John Georgas highlighted JB Hi-Fi’s influence in Australian retail as a strategic turning point for the partnership.
“JB Hi-Fi is one of Australia’s most influential retailers, and this partnership reflects where retail media is heading. We’re focused on building a scalable, data-led omnichannel platform that delivers measurable outcomes for brands and long-term growth for the retailer.”
Since its launch in 2021, Retail MediaWorks has generated over $1 billion in retail media revenue for major Australian retailers, including Coles and Bunnings. This positions it as the dominant retail media operator in the country as more verticals come online.
Implications for Brands and Agencies
Until now, Australia’s retail media landscape has been dominated by supermarkets and hardware chains. JB Hi-Fi’s entry into this space changes the dynamics, providing brands with access to an audience actively researching and comparing big-ticket items such as TVs, laptops, gaming consoles, and home entertainment systems.
With its combination of store traffic, digital scale, and transactional data, JB Hi-Fi’s network is expected to become one of the most commercially potent retail media environments in the country. This is particularly significant for brands seeking to connect marketing spend more directly to sales outcomes.
As consumer attention becomes more fragmented and third-party data continues to diminish, the race for owned, high-intent audiences is intensifying. JB Hi-Fi’s move firmly places consumer electronics on the retail media map, offering a fresh avenue for brands and agencies to engage with consumers in meaningful ways.
The announcement comes as the retail media sector continues to evolve, with more companies recognizing the value of leveraging their unique consumer data to drive advertising revenue. As this trend grows, JB Hi-Fi’s strategic partnership with Retail MediaWorks could set a precedent for other retailers in the consumer electronics space to follow suit.
