JB Hi-Fi has officially entered the retail media landscape with the launch of Australia’s first dedicated consumer electronics retail media network. This strategic move is facilitated through an exclusive partnership with Retail MediaWorks, opening one of the country’s most valuable shopper audiences to brands and agencies for the first time.
The partnership grants advertisers access to JB Hi-Fi’s extensive omnichannel presence, which includes 207 stores and the nation’s most visited consumer electronics website. Both parties are promoting this initiative as a high-intent, high-impact alternative to traditional digital and in-store advertising methods.
The announcement comes as the retail media sector in Australia is rapidly expanding, marking the arrival of a category that has been notably absent from the country’s data-driven commerce media landscape.
Why JB Hi-Fi is Making This Move Now
According to JB Hi-Fi’s Director of Marketing and eCommerce, Gary Siewert, the partnership is a reflection of how brands are increasingly aiming to reach consumers at the point of purchase decision-making. “Retail media plays an increasingly important role in how brands engage customers during moments of active consideration,” Siewert explained. “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 the network will focus on near-endemic brands—those already operating close to JB Hi-Fi’s core categories. The plan is to eventually expand into broader endemic and non-endemic opportunities as inventory and data capabilities are developed across both digital and physical platforms.
A New Vertical for Australia’s Retail Media Economy
For Retail MediaWorks, this deal introduces a powerful new category to its expanding national footprint, which already includes Grocery, Liquor, Hardware, and Pharmacy sectors. CEO John Georgas emphasized the significance of JB Hi-Fi’s influence in Australian retail, describing the partnership as a strategic turning point. “JB Hi-Fi is one of Australia’s most influential retailers, and this partnership reflects where retail media is heading,” Georgas stated. “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, positioning itself as the country’s dominant retail media operator.
What It Means for Brands and Agencies
Until now, Australia’s retail media landscape has been predominantly controlled by supermarkets and hardware chains. JB Hi-Fi’s entry into the sector alters this dynamic, offering brands access to an audience actively researching and comparing high-value items such as TVs, laptops, gaming consoles, and home entertainment systems.
With its combination of in-store traffic, digital reach, and transactional data, JB Hi-Fi’s network is anticipated to become one of the most commercially potent retail media environments in the country. This is particularly advantageous for brands aiming to connect marketing expenditures more directly to sales outcomes.
As consumer attention becomes more fragmented and third-party data continues to diminish, the competition for owned, high-intent audiences is intensifying. JB Hi-Fi’s strategic move firmly places consumer electronics on the retail media map, offering a new avenue for brands to engage with potential buyers.
Looking forward, the implications of this development could reshape how brands approach consumer engagement in the retail sector, potentially setting a precedent for other electronics retailers to follow suit.
