JB Hi-Fi Partners with Retail MediaWorks to Launch New Retail Media Network in Australia – Friday, February 6, 2026

JB Hi-Fi Australia has announced a strategic partnership with Retail MediaWorks to launch its own retail media network. This initiative positions JB Hi-Fi to capitalize on its rich customer data and extensive in-store and online presence, creating new revenue streams through targeted advertising.

Who should care: VPs of retail, store operations leaders, eCommerce directors, customer experience teams, and retail technology decision-makers.

What happened?

JB Hi-Fi Australia has officially entered the retail media network (RMN) arena by partnering with Retail MediaWorks. This collaboration empowers JB Hi-Fi to monetize its vast customer data and strengthen its advertising capabilities across both physical stores and digital channels. By launching its own RMN, JB Hi-Fi aims to offer brands direct access to its engaged customer base, enabling more personalized and impactful advertising campaigns. This partnership is a significant milestone for Retail MediaWorks as well, securing a prominent foothold in the Australian retail market and expanding its regional influence. The move reflects a broader strategic push to meet the rising demand for retail media networks, which are increasingly essential for retailers seeking to diversify revenue sources and provide brands with more precise targeting options. Globally, retailers are accelerating the development of RMNs, often collaborating with specialized partners like Retail MediaWorks to fast-track their capabilities and maximize advertising potential.

Why now?

JB Hi-Fi’s timing aligns with a notable industry shift where retailers are aggressively leveraging their customer data to unlock new revenue opportunities. Over the past 18 months, the retail media sector has experienced rapid growth, highlighted by companies such as Amazon, which reported $21.3 billion in advertising revenue in a recent quarter, according to Mi-3.com.au. This surge underscores the lucrative nature of retail media as a revenue stream, motivating more retailers to establish or expand their own RMNs. JB Hi-Fi’s entry into this space is a strategic response to these market dynamics, aiming to capture a share of the expanding retail advertising ecosystem.

So what?

The JB Hi-Fi and Retail MediaWorks partnership underscores the growing strategic importance of retail media networks in today’s retail landscape. For retailers, RMNs offer a compelling dual advantage: they generate incremental revenue while enhancing customer engagement through tailored advertising experiences. For brands, these networks provide a direct, data-driven channel to reach highly targeted audiences, improving the efficiency and impact of marketing campaigns. As more retailers build out their RMNs, competition for brand partnerships will intensify, driving continuous innovation and refinement in retail media offerings. This evolution will likely reshape how retailers and brands collaborate, emphasizing data-driven personalization and measurable outcomes.

What this means for you:

• For VPs of retail: Evaluate how RMNs can diversify revenue streams and strengthen customer engagement strategies within your organization.
• For eCommerce directors: Investigate partnerships that leverage online customer data to deliver more targeted and effective advertising.
• For customer experience teams: Use RMNs to provide personalized advertising content that aligns closely with customer preferences and behaviors.

Quick Hits

• Impact / Risk: The partnership could significantly increase JB Hi-Fi’s revenue through enhanced advertising capabilities but may also intensify competition among retailers for brand collaborations.
• Operational Implication: JB Hi-Fi will need to integrate Retail MediaWorks’ technology and processes effectively to maximize the RMN’s performance.
• Action This Week: Review existing advertising strategies to identify opportunities for RMN integration and brief marketing teams on the benefits and potential of RMN partnerships.