JB Hi-Fi is expanding its retail media ambitions, partnering with Broadsign to build and scale a national in-store network across more than 200 stores.
The deployment will see the retailer use the Broadsign Platform to centralise planning, execution and measurement of in-store campaigns, as competition intensifies in the retail media space.
The move signals JB Hi-Fi’s intent to further commercialise its physical footprint, giving brands greater access to high-intent shoppers at the point of purchase.
With Broadsign’s platform in place, the retailer will be able to manage campaigns from a single hub, with real-time inventory visibility, ad serving and reporting capabilities designed to improve efficiency and outcomes.
An open API will also allow JB Hi-Fi to integrate the platform with its existing retail systems and preferred partners, while retaining control over its network.
Unlocking in-store opportunity
JB Hi-Fi Director of Marketing and e-commerce, Gary Siewert, said the partnership comes as demand for retail media continues to grow.
“We’re seeing strong interest in retail media from advertisers and brands who want to reach local audiences where purchase intent is high. We already had the screens to deliver in-store, and now with Broadsign, we have access to the same advertising toolset that major media owners use, and the ability to scale,” he said.
“Broadsign’s open API has also proved more valuable, allowing us to select the partners we want to work with as we build our omnichannel RMN, such as Retail Media Works and Criteo.”
A competitive market heats up
Broadsign Regional VP of Platform Sales, Ben Allman, said the partnership positions JB Hi-Fi strongly as the retail media competition accelerates.
“As Australia’s leading consumer electronics retailer, JB Hi-Fi is home to some of the world’s biggest brands. By partnering with best-in-class solutions such as Broadsign, JB Hi-Fi is not only maximising the potential of their retail media network, they’re setting the strongest possible foundation for themselves in an increasingly competitive space,” he said.
The rollout comes as retailers look to unlock new revenue streams from owned channels, with in-store media emerging as a key battleground alongside online retail networks.