JB Hi-Fi launches consumer electronics retail media network

JB Hi-Fi has entered the retail media market through an exclusive partnership with Retail MediaWorks, creating what they describe as Australia's first retail media network focused on consumer electronics.

The arrangement gives brands and agencies access to JB Hi-Fi audiences across its digital and physical channels. JB Hi-Fi operates 207 stores and runs what it describes as the country's most visited consumer electronics website.

Retail media has grown quickly in Australia as large retailers sell advertising across their owned channels. Most activity has centred on supermarkets and hardware chains. Consumer electronics has had fewer dedicated options, despite high customer traffic and frequent product research before purchase.

Network build

The network's initial phase will focus on near-endemic category leaders-brands closely aligned with JB Hi-Fi's core categories, such as consumer electronics and related accessories. The partners plan to broaden advertising inventory across JB Hi-Fi's omnichannel touchpoints over time.

"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," said Gary Siewert, JB Hi-Fi Director of Marketing and eCommerce.

The partnership puts JB Hi-Fi alongside other major Australian retailers that have built in-house media operations or partnered with specialist firms. Retailers have pursued these programs for higher-margin revenue than traditional retailing, and to strengthen relationships with suppliers and brands.

Retail MediaWorks role

Retail MediaWorks has built and operated retail media networks for several Australian retail groups, and says it has generated more than AUD $1 billion in retail media revenue for major retailers since launching in 2021.

It has worked across grocery, liquor, hardware and pharmacy categories. Existing clients include Coles and Bunnings, where it has been involved with Coles 360 and Hammer Media.

The JB Hi-Fi partnership extends Retail MediaWorks into consumer electronics, which has a different audience profile and buying cycle than groceries and liquor. Higher average selling prices, more complex product ranges and longer decision-making can shape how brands use placements and how retailers package inventory.

"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," said John Georgas, Retail MediaWorks CEO.

Market context

Retail media typically includes advertising placements on retailers' websites and apps, as well as on-site and in-store formats. It often includes sponsored product listings, display advertising, off-site placements and other media linked back to retail sales data.

For brands, retail media has become a key part of trade and marketing budgets because it places messaging close to the point of purchase. For retailers, it creates a new revenue line using existing customer traffic and first-party data. The trend has accelerated as privacy changes and the decline of third-party cookies have reduced the effectiveness of some digital targeting.

In Australia, the largest retail media efforts have been associated with supermarket groups, where scale and frequent shopping trips support strong advertising demand. Hardware and liquor networks have also expanded. A consumer electronics-focused network gives brands another channel to target shoppers during research and comparison, particularly online.

JB Hi-Fi's footprint also creates opportunities for store-based media. Its national store network draws high foot traffic. Brands in electronics, computing, mobile and audio already compete for in-store visibility through merchandising and supplier programs; retail media adds a further structure for paid placement across owned channels.

Next steps

The early focus will be on near-endemic advertisers, with additional inventory developed over time for endemic and near-endemic opportunities across JB Hi-Fi's channels.

Retail MediaWorks was founded by Jon Harding, John Georgas and Mark Rodgers. Georgas and Harding are available for interview as the partnership moves into its rollout phase.