JB Hi-Fi is ramping up the promotion of its sapling appliance chain, JB Home, sending emails to its sizable database promoting both in-store and online sales.
Having reached saturation coverage in consumer electronics and not wanting to invest in its largely ignored Clive Anthony’s brand, the publicly listed JB Hi-Fi launched JB Home in 2012 in an effort to capture a share of the $4.6 billion Australian home appliance market.
In an electronic direct mailout to JB Hi-Fi’s existing online database, the company makes the case for appliance purchases:
JB Hi-Fi not only offer great deals on a massive range of Home Entertainment products but now also offers our famous lowest price deals on a massive range of the biggest brands in household electrical appliances such as washers, dryers, fridges, ovens, cooktops, vacuums, air conditioners, coffee machines and small kitchen appliances.
Accompanying this pitch are deals on a range of small appliances from several leading brands.
There are currently 15 JB Home stores listed on its transactional website: seven in Queensland, four in Victoria and one each in New South Wales, Western Australia, South Australia and the Northern Territory. JB Hi-Fi chairman Greg Richards has previously said the company plans on having 50 JB Home outlets by the end of 2016.
“JB Hi-Fi sees the introduction of these new product categories as a logical extension to its current entertainment categories, predominately at the company’s larger homemaker centre sites,” he said.
Meanwhile, Convoy International has just completed a 170-store JB Hi-Fi rollout of its new range of audio equipment from brands including Monster, JBL, Harman/Kardon and Sol Republic.
“With Convoy’s investment and support, including a national training roadshow with international Monster trainers to support the JB Hi-Fi rollout, Monster has risen to become one of the most successful audio lifestyle brands in Australia and New Zealand,” said Convoy International in a statement.
“This has been achieved through extensive marketing campaigns, product launches, digital campaigns and PR support. Convoy has further plans to stimulate growth for Monster with various in-store activations, product launch events, digital campaigns, festival activations and their world-renowned training road shows.”
Convoy International picked up retail coverage in JB Hi-Fi after the leading retailer parted company with Yamaha.
“We have been seeking new avenues to promote music to the mass market in order to contribute to the growth of our industry and Convoy was best able to understand our vision,” said JB Hi-Fi CEO Terry Smart at the time.