Priceline
TypeSubsidiary
IndustryPharmaceuticals
Healthcare
Beauty
Retail
Founded1982
Headquarters
Victoria, Australia
ProductsHealth and Beauty
Number of employees
900+
ParentAustralian Pharmaceutical Industries
Websitewww.priceline.com.au

Priceline is an Australian health and beauty retailer. The Priceline brand has two store types; a traditional Priceline and Priceline Pharmacy.[1] It is owned by Australian Pharmaceutical Industries, which was acquired by Wesfarmers in 2022.

History

Priceline was established in 1982; the first store opened at Highpoint Shopping Centre, and started as a beauty retailer.[1] In 2004 Australian Pharmaceutical Industries (API) acquired the New Price Retail business which operated the retail brands of Priceline, Priceline Pharmacy, House, and Price Attack.[2][3] 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.[4] This is when the livery changed to the recognisable magenta pink shade synonymous with the Priceline brand. In November 2021, Priceline was included in the sale of Australian Pharmaceutical Industries to Wesfarmers.[5]

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.[4] There are currently over 470 Priceline stores throughout Australia.[7]

Australian business publication BRW ranked Priceline as Australia's 16th fastest growing franchise by revenue in 2010.[8] Total network sales for the financial year 2019 were up 2.4 per cent to $2.2 billion.[7]

Priceline sponsors the Western Bulldogs AFL Women's team.

Current brand ambassadors include Ita Buttrose, Chrissie Swan, Tanya Hennessy and Lindy Rama-Ellis, Ada Nicodemou

Loyalty program

Priceline's loyalty program, Sister Club, has over 8.4 million members, making it one of the largest retail loyalty programs in Australia.[9] Members earn points when making purchases and are rewarded with discount vouchers and prizes.[10] 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.[4][6][11]

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".[12] The Australian Industrial Relations Commission 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.[12][13]

Class action lawsuit

A potential class action lawsuit in 2021 was being planned by law firm Levitt Robinson on behalf of Priceline franchisees.[14] The class action centered around control of the pharmacies faced trouble initially when the litigation funder withdrew.[15][16] The lawsuit was discontinued in 2022 after too few franchisees joined the class action.[17]

References

  1. 1 2 3 "About Priceline" Archived 9 February 2010 at the Wayback Machine. priceline.com.au. Priceline. 2009.
  2. ↑ "Company Profile: API" Archived 3 October 2009 at the Wayback Machine. CareerOne.
  3. ↑ From pharmacy to drugstore The Age 17 September 2005
  4. 1 2 3 Fisher, Leo D'Angelo. "A new script", BRW, 25 February-31 March 2010, p. 33.
  5. ↑ Wesfarmers buys Priceline, Soul Pattison Chemist Parent Company Nine News 8 November 2021
  6. 1 2 "Australian Pharmaceutical Industries Limited 2009 Annual Report" Archived 23 February 2011 at the Wayback Machine. Australian Pharmaceutical Industries.
  7. 1 2 "Priceline Pharmacy sales lift 2.4 per cent to $2.2 billion". Inside Retail. 24 October 2019. Retrieved 19 January 2020.
  8. ↑ Fisher, Leo D'Angelo. "A new script", BRW, 25 February-31 March 2010, p. 28.
  9. ↑ Smith, Sean (30 June 2023). "Wesfarmers Health fast-tracks growth to $40 billion bounty". The West Australian. Retrieved 30 August 2023.
  10. ↑ Chappell, Trevor."Priceline reaps loyalty program benefits", Sydney Morning Herald, 20 January 2010.
  11. ↑ Sharp, Ari. "New loyalty schemes pay for retailers", The Age, 11 May 2009.
  12. 1 2 Schubert, Misha. "Priceline case puts focus on IR laws", The Age, 25 April 2007.
  13. ↑ 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.
  14. ↑ "API faces Priceline franchisee class action". Australian Financial Review. 8 October 2021. Retrieved 11 November 2022.
  15. ↑ Fredenburgh, Cat (18 February 2022). "Priceline class action on verge of collapse as funder withdraws". Lawyerly. Retrieved 11 November 2022.
  16. ↑ "Wheels coming off". Levitt Robinson Classless Actions. 25 February 2022. Retrieved 11 November 2022.
  17. ↑ "Priceline class action discontinued". Levitt Robinson Classless Actions. 11 April 2022. Retrieved 11 November 2022.
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