Priceline (Australia)

Priceline is an Australian health and beauty retailer. The Priceline brand has two store types; a traditional Priceline and Priceline Pharmacy.[1] As of October 2019 there were 488 Priceline and Priceline Pharmacy branded stores throughout Australia.[2] Priceline is currently owned and operated by Australian Pharmaceutical Industries, since its purchase in 2004.[1]

Priceline
Subsidiary
IndustryRetail
Founded1982 (1982)
Headquarters
Victoria, Australia
ProductsHealth and Beauty
Number of employees
900+
ParentAustralian Pharmaceutical Industries
Websitewww.priceline.com.au

History

Priceline was established in 1982; the first store opened at Highpoint in Victoria, and started as a beauty retailer.[1] In 2004 Australian Pharmaceutical Industries Limited (API) acquired the New Price Retail business which operated the retail brands of Priceline, Priceline Pharmacy, House, and Price Attack.[3][4] API divested its House and Price Attack chains in 2007 to focus its retailing strategy on the Priceline brand.[1] In 2008 Priceline launched a brand re-positioning with a new visual identity, store format and merchandise.[5] This is when the livery changed to the recognisable magenta pink shade synonymous with the Priceline brand.

Priceline Brand

Priceline is a health and beauty retailer of cosmetics, skin care, hair care and health care products.[6] Priceline is involved in pharmaceutical retailing through the Priceline Pharmacy brand.[5] There are currently over 480 Priceline stores throughout Australia.[2]

Australian business publication BRW ranked Priceline as Australia's 16th fastest growing franchise by revenue in 2010.[7] Total network sales for the financial year 2019 were up 2.4 per cent to $2.2 billion.[2]

Priceline sponsors the Virgin Australia Melbourne Fashion Festival (VAMFF), along with women's sporting teams the Western Bulldogs (AFLW), Adelaide Thunderbirds (ANL) and Sydney Sixers (WBBL).[8]

Loyalty scheme

Priceline's loyalty program, Sister Club, has over 7 million members, making it one of the largest health and beauty retail loyalty programs in Australia.[9][10] Members earn points when making purchases and are rewarded with discount vouchers and prizes.[11] Sister Club members accounted for more than 40% of retail sales in 2009, with the average Club member sale more than 30% higher than for a non-Club customer.[5][6][12]

Industrial relations case

In 2007, Andrew Cruickshank, a store layout planner, was dismissed from his job from Priceline for 'operational reasons' under the WorkChoices Legislation. He alleged Priceline fired him on his $101 000 a year contract, replacing him with someone on a $75 000 contract. Priceline claimed otherwise, saying "It was not the same role...the person wouldn't have been capable of doing the same things".[13] The AIRC ruled in favour of Priceline and found that Cruickshank's termination resulted from Priceline's financial difficulties and the subsequent decision to reorganise its structure.[13][14]

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See also

References
  1. "About Priceline" Archived 9 February 2010 at the Wayback Machine. priceline.com.au. Priceline. 2009.
  2. "Priceline Pharmacy sales lift 2.4 per cent to $2.2 billion". Inside Retail. 24 October 2019. Retrieved 19 January 2020.
  3. "Company Profile: API" Archived 3 October 2009 at the Wayback Machine. CareerOne.
  4. Taylor, Debi. "From pharmacy to drugstore", The Age, 17 September 2005.
  5. Fisher, Leo D'Angelo. "A new script", BRW, 25 February-31 March 2010, p. 33.
  6. "Australian Pharmaceutical Industries Limited 2009 Annual Report" Archived 23 February 2011 at the Wayback Machine. Australian Pharmaceutical Industries.
  7. Fisher, Leo D'Angelo. "A new script", BRW, 25 February-31 March 2010, p. 28.
  8. "Priceline Pharmacy". 2020.
  9. "How Priceline Pharmacy plans to dominate the beauty space". AJP. 23 September 2018. Retrieved 19 January 2020.
  10. Lee, Julian. "Loyalty card key to Priceline's advance", The Sydney Morning Herald, 30 April 2010.
  11. Chappell, Trevor."Priceline reaps loyalty program benefits", The Sydney Morning Herald, 20 January 2010.
  12. Sharp, Ari. "New loyalty schemes pay for retailers", The Age, 11 May 2009.
  13. Schubert, Misha. "Priceline case puts focus on IR laws", The Age, 25 April 2007.
  14. Godfrey, Kelly & Moulton, Adam. "Employees fail in operational reasons termination claims" Archived 16 April 2011 at the Wayback Machine, Human Resources Leader, 15 May 2007.
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