Priceline is an Australian health and beauty retailer. The Priceline brand has two store types; a traditional Priceline and Priceline Pharmacy. As of October 2019 there were 488 Priceline and Priceline Pharmacy branded stores throughout Australia. Priceline is currently owned and operated by Australian Pharmaceutical Industries, since its purchase in 2004.
History
Priceline was established in 1982; the first store opened at Highpoint in Victoria, and started as a beauty retailer. In 2004 Australian Pharmaceutical IndustriesLimited acquired the New Price Retail business which operated the retail brands of Priceline, Priceline Pharmacy, House, and Price Attack. API divested its House and Price Attack chains in 2007 to focus its retailing strategy on the Priceline brand. In 2008 Priceline launcheda brand re-positioning with a new visual identity, store format and merchandise. 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. Priceline is involved in pharmaceutical retailing through the Priceline Pharmacy brand. There are currently over 480 Priceline stores throughout Australia. Australian business publication BRW ranked Priceline as Australia's 16th fastest growing franchise by revenue in 2010. Total network sales for the financialyear 2019 were up 2.4 per cent to $2.2 billion. Priceline sponsors the Virgin AustraliaMelbourne Fashion Festival, along with women's sporting teams the Western Bulldogs, Adelaide Thunderbirds and Sydney Sixers.
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. Members earn points when making purchases and are rewarded with discount vouchers and prizes. 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.
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". 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.
