“Ultimately marketing own the customer and digital is nothing without the customer.”
JB Hi-Fi is Australia’s largest consumer electronics retailer, generating annual revenue of around $4 billion. Online sales represent a small percentage of their overall revenue, however their digital channel plays a critical role in the customer's purchase journey.
Ashley Workman, Head of Digital for JB Hi-Fi talks to us about how he strives to deliver a “delightful” experience to every one of JB Hi-Fi’s 1.5 million website visitors per week. He give us insights into how they translate a unique in-store brand experience into an online experience. He talks about how his team is structured and how they operate with a lean delivery model, with everyone wearing multiple hats. Ashley also touches on how to successfully collaborate with other business functions (sit next to them!) in order to deliver great customer outcomes.
Other topics we cover with Ashley include the looming threat from Amazon, using third parties to drive pace, how the Australian ecommerce environment differs from the UK, what motivates him and why he buys so much wine!
“I think unless you know how people are actually doing the work and can understand what goes into building something and bringing it to life it’s pretty hard to run the team”
FROM THE EPISODE
Who is the best digital brand in Australia? Vinomofo
Ashley loves the online pure play wine retailer digital experience of Vinomofo.
"Their website is delightful, the language, tone of voice, graphics and design on the site are engaging, their email and marketing campaigns are fantastic. The way they get products to you is super simple."
What podcast are you listening to at the moment? 99% Invisible
A design and architecture podcast that is all about things that people have made hidden designs that have had a profound impact on other lives.
Ashley referenced this particular episode about Barack Obama.