JB HiFi: Brand Success is a Fan Blog

Recently, there’s been plenty of discussion regarding the importance of product information, particularly when it comes to descriptive copy. Online and multichannel retailers spend much time and resources on this creative, but there’s few that receive public recognition for it.

Except for JB HiFi that is.

The national consumer electronics and multimedia retail chain has a novel take on its in-store ticketing, with a process that enables staff and customers to leave written reviews on items. This has led to a kind of offline crowdsourced product content strategy.

In the case of JB HiFi, these in-store reviews have become popular to the point of someone deciding to build a website dedicated to preserving them online. Enter JB Reviews.

JB Reviews posts photos of JB HiFi in-store reviews online.
A JB HiFi in-store review posted online via JB Reviews. Multichannel marketing anyone?

Users can submit photos they’ve snapped of the quirky signage and customer reviews that appear in JB HiFi stores, ultimately increasing the visibility of JB’s brand and grassroots marketing communications.

The Tumblr-powered blog features all the social sharing and reblogging features required to help these images proliferate online, carrying the JB HiFi name along with them.


JB Reviews Step Up 4
‘Step Up 4’ according to JB Reviews.

JB Reviews claims no connection with the retail brand, therefore presenting as an even more positive public endorsement. Of course, those fond of conspiracy theories might wonder whether this is truly the case.

Daniel Roberts, Founder and CEO of product content agency SKUvantage, believes JB HiFi – whether deliberately or not – has created a unique culture around its in-store ticketing.

“They’ve effectively created a democratic, multichannel version of social media,” he says. “These in-store reviews allow customers that don’t use Facebook to be ‘heard’ and for faster delivery of customer feedback at the point of sale.”

The blog currently ranks first in Google’s organic search listings for its namesake keywords “JB Reviews”, which are experiencing just shy of 3000 monthly local searches and well over 5000 monthly global searches (at the time of writing).

“These reviews can only help to boost JB HiFi’s trustworthiness in the eyes of customers,” Roberts says. “The in-store reviews demonstrate the brand is prepared to put all its laundry out on show for the public to see – both the dirty and the clean.”

Update: One of the creators of JB Reviews got in touch with Power Retail in order to clarify their position:

“We are completely unaffiliated with JB HiFi. They seem quite happy to leave us to do what we do,” the spokesperson for the blog says.

They also confirmed that JB HiFi has never contacted them in regards to their blog and that no funds have been received as a result of its existence.

JB HiFi has been approached to comment on the matter.

3 thoughts on “JB HiFi: Brand Success is a Fan Blog

  1. what a great idea. Well done JB

    • David Elliott
    • 24th March

    Ripped off again at JB Hobart this time over misleading advertising of DVD prices – on the floor you are told one thing but this is not honoured at the checkout SO check your invoice bedore you pay – all very under hand – this is the third time this has happened at the Hobart store and I for one won’t be returning

    • Yvonne Pindsle
    • 8th January

    So I bought a Google Pixel from JBHiFi – paid the $1,200+ outright. Within 6 months the screen just suddenly dies. Everything dies… none of the steps in the Google Support Forum works. Google Support tell me to take my phone back to JBHiFi to be replaced as it’s still under warranty. However, after a lot of flaffing around and being passed around various departments and staff members – one minute I’m getting my replacement – the next minute someone says – oh no – the phone has to go back to Telstra. I do not have an account with Telstra so I have to create an Account with Telstra so they can return my phone to be fixed? I totally do not understand this … I am now receiving marketing emails from Telstra – who by the way I do not want a relationship with and did not want anything to do with in the first place. I am still without a phone – and have no idea why the phone was not replaced as per Warranty – Come on JBHiFi what’s the story?


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