Jb Hi Fi : An Australian Specialist Electronics Retailer

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Introduction
JB Hi-Fi is an Australian specialist electronics retailer that commenced operations in 1975 and was listed on the Australian Stock Exchange in 2003 (JB Hi-Fi 2014a). In 2012, the company sought to capture a share of the home appliance market by trialling an expansion into consumer whitegoods (JB Hi-Fi 2012). Eager to ensure that this foray would not damage customer engagement in existing stores (JB Hi-Fi 2012), whitegoods were first trialled across Queensland in 2012.
Following this, a nationwide rollout of ‘JB Hi-Fi HOME’ stores occurred in 2013. As at 30 June 2014, JB had 182 stores across Australia and New Zealand, with 22 ‘JB Hi-Fi HOME’ stores (JB Hi-Fi 2014b). Given that whitegoods and appliances were only available in stores bearing the HOME name, an e-commerce site was simultaneously marketed as the primary avenue for whitegoods purchases.
JB Hi-Fi provide opportunities for social connectivity through supply of smart phones, computers and tablets, enable family entertainment experiences by offering televisions, DVDs, games consoles, and promote hobbies and lifestyle choices through provision of cameras and fitness trackers. The core benefits to consumers encompass entertainment, comfort, function, and aesthetics.
The current report focuses on JB Hi-Fi’s range of whitegoods and appliances; specifically fridges and freezers available online. JB Hi-Fi currently has 10.7% market share of the domestic appliance retailing market in Australia (Magner

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