Australian health & beauty retailer Priceline Pharmacy goes big on retail media

Priceline Pharmacy, one of Australia’s leading health and beauty retailers, has bolstered its retail media network offering by partnering with unified retail media platform Zitcha.

Priceline Pharmacy, part of Wesfarmers Health, is the latest major retailer to move into the booming retail media market which is predicted to grow by 28.1% this year, reaching a total of $1.91 billion according to WPP Media’s mid-year forecast.

“The iconic Australian beauty and health retailer boasts more than 9.5 million members in its Sister Club loyalty program, presenting an ideal environment for brands to spotlight products across a broader suite of customer touchpoints, with targeted customer segmenting, real-time campaign performance insights and optimisation based on consumer behaviour,” says the company statement.

Zitcha was selected for its omnichannel strength, future-ready self-serve capabilities and strong local presence, aligning with Priceline Pharmacy’s strategy to ramp up internal capability and educate suppliers in the evolving world of retail media.

Jack Byrne, CEO APAC of Zitcha said,: “Retail media is one of the most powerful levers for brands to connect with consumers at scale, and Priceline Pharmacy is uniquely positioned to unlock its potential in health and beauty. With more than nine and a half million loyalty members and an extensive national footprint, Priceline Pharmacy gives advertisers a rich environment to influence customer decisions at every stage of the journey.

“Zitcha’s omnichannel platform enables Priceline Pharmacy to activate onsite now, and we’re working closely with the team to build capability from the ground up, helping to educate teams and suppliers so they can maximise the opportunity.”

Corrina Brazel, general manager marketing at Wesfarmers Health added: "The continued progression and optimisation of our retail media network is a significant opportunity for both Priceline Pharmacy and our supplier partners. With Australia’s largest health and beauty loyalty program and a large national store footprint, we’re uniquely positioned to offer brands powerful, data driven opportunities to connect with shoppers across multiple touch points. Partnering with Zitcha enables us to now also deliver scalable media solutions while driving commercial outcomes for our business and our suppliers”

Foundational supplier brand partner McPherson’s voiced support for the launch of Sponsored Search at Priceline Pharmacy, recognising its potential to transform shopper engagement.

“This initiative allows us to connect with beauty shoppers in more meaningful and personalised ways at the very moment they are seeking solutions,” said Aidan Bartholomeusz, omnichannel manager at McPherson’s. “Collaborating with Priceline Pharmacy in this way underscores our commitment to building the category, driving growth and ensuring our brands continue to lead. We’re incredibly excited about the future of retail media and the opportunities our ongoing partnership with Priceline will unlock for our shoppers.”