JB Hi-Fi has officially entered the retail media arms race, launching Australia’s first dedicated consumer electronics retail media network through an exclusive partnership with Retail MediaWorks, in a move that opens up one of the country’s most valuable shopper audiences to brands and agencies for the first time.
The deal gives advertisers access to JB Hi-Fi’s massive omnichannel footprint, spanning 207 stores and the nation’s most visited consumer electronics website, creating what both parties are pitching as a high-intent, high-impact alternative to traditional digital and in-store advertising.
For the fast-growing retail media sector, it marks the arrival of a category that has so far been conspicuously absent from Australia’s data-led commerce media landscape.
Why JB Hi-Fi is making this move now
JB Hi-Fi’s Director of Marketing and eCommerce Gary Siewert said the partnership reflects how brands now want to reach consumers when they are closest to making a purchase decision.
“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 prioritise 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 are built out across digital and physical touchpoints.
Retail Media Works founders Jon Harding, John Georgas and Mark Rodgers.
A new vertical for Australia’s retail media economy
For Retail MediaWorks, the deal adds a powerful new category to its growing national footprint, extending beyond Grocery, Liquor, Hardware and Pharmacy into high-consideration consumer electronics.
CEO John Georgas said JB Hi-Fi’s influence in Australian retail made the partnership a strategic turning point.
“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 launching in 2021, Retail MediaWorks has generated more than $1 billion in retail media revenue for major Australian retailers, including Coles and Bunnings, positioning it as the country’s dominant retail media operator as more verticals come online.
What it means for brands and agencies
Until now, Australia’s retail media landscape has been dominated by supermarkets and hardware chains. JB Hi-Fi’s entry changes that equation, giving brands access to an audience actively researching and comparing big-ticket items such as TVs, laptops, gaming consoles, and home entertainment.
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 powerful retail media environments in the country, particularly for brands looking to connect marketing spend more directly to sales outcomes.
As consumer attention fragments and third-party data continues to erode, the race for owned, high-intent audiences is only accelerating. JB Hi-Fi’s move puts consumer electronics firmly on the retail media map.