JB Hi-Fi has officially entered the retail media arena by launching Australia’s first dedicated consumer electronics retail media network. This strategic move, in collaboration with Retail MediaWorks, opens up 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 frequented consumer electronics website. Both parties are promoting this as a high-intent, high-impact alternative to traditional digital and in-store advertising.
The Strategic Move Behind JB Hi-Fi’s New Venture
JB Hi-Fi’s Director of Marketing and eCommerce, Gary Siewert, explained that the partnership reflects a shift in how brands aim to engage consumers at critical moments of purchase consideration. Siewert stated, “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 the network will focus on near-endemic brands, those already closely aligned with JB Hi-Fi’s core categories. This will eventually expand to include broader endemic and non-endemic opportunities as inventory and data capabilities are developed across digital and physical touchpoints.
Expanding Australia’s Retail Media Economy
For Retail MediaWorks, the collaboration adds a significant new category to its expanding national footprint, extending its reach beyond Grocery, Liquor, Hardware, and Pharmacy into high-consideration consumer electronics. CEO John Georgas emphasized the strategic importance of the partnership, noting, “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 inception in 2021, Retail MediaWorks has generated over $1 billion in retail media revenue for major Australian retailers, including Coles and Bunnings, establishing itself as the country’s leading retail media operator as more verticals come online.
Implications for Brands and Agencies
Until now, Australia’s retail media landscape has been predominantly 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 blend of store traffic, digital scale, and transactional data, JB Hi-Fi’s network is poised to become one of the most commercially potent retail media environments in the country. This is particularly advantageous for brands looking to align marketing spend more directly with sales outcomes.
As consumer attention continues to fragment and third-party data becomes less reliable, the race for owned, high-intent audiences is intensifying. JB Hi-Fi’s initiative firmly places consumer electronics on the retail media map, representing a significant evolution in the sector.
In conclusion, JB Hi-Fi’s strategic partnership with Retail MediaWorks not only marks a new chapter for the company but also signals a broader shift in the retail media landscape. As more brands and agencies look to tap into this high-intent audience, the implications for the future of advertising in Australia are profound and far-reaching.
