JB Hi-Fi is Australia’s largest seller of consumer electronics and office technology products, and one of the country’s most valuable brands.
Many of us would struggle to walk past JB Hi-Fi’s classic black and yellow frontage without stopping for a browse. It’s an iconic retailer whose brand is deeply embedded in the consumer psyche.
But therein lay the problem. Business customers were purchasing as consumers, not as buyers of B2B solutions. JB Hi-Fi not only struggled with visibility over these customers, but also lacked a clear positioning and value proposition for the business buyer.