JB Hi-Fi taps Broadsign to scale in-store retail media network

JB Hi-Fi is scaling its in-store retail media network, partnering with Broadsign to deploy a digital signage platform across more than 200 stores nationwide.

The move will allow the retailer to plan, execute and measure campaigns from a central system, as brands look to reach shoppers closer to the point of purchase.

JB Hi-Fi director of marketing and e-commerce Gary Siewert said demand from advertisers is growing as retail media continues to expand beyond online channels.

“We’re seeing strong interest in retail media from advertisers and brands who want to reach local audiences where purchase intent is high," Siewert said. "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,”

Ben Allman, regional VP of platform sales at Broadsign, added 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 are not only maximising the potential of their retail media network, they’re setting the strongest possible foundation for themselves in an increasingly competitive space."

The rollout comes as retailers look to build more integrated, omnichannel media networks, combining online and in-store inventory to capture a greater share of advertising spend.