Priceline Pharmacy has expanded its retail media network by partnering with unified retail media platform Zitcha. The arrangement enables Priceline Pharmacy to offer an enhanced suite of advertising solutions for brands targeting its customer base, which includes more than 9.5 million loyalty programme members across Australia.
Retail media growth
The retail media sector in Australia is experiencing rapid growth. Industry forecasts from WPP Media predict a 28.1% increase in spend this year, reaching AUD $1.91 billion. As part of Wesfarmers Health, Priceline Pharmacy joins other major retailers in investing in media networks designed to monetise online and in-store channels through targeted advertising.
Brands can now access insights into shopper behaviour and measure campaign performance in real-time within Priceline Pharmacy's ecosystem. The retailer's extensive national footprint and membership base offer advertisers multiple opportunities to reach health and beauty shoppers at various touchpoints.
Technology partnership
Zitcha was chosen as the retail media platform partner due to its support for omnichannel campaigns, self-serve capabilities and local operational strength. The collaboration aims to enhance Priceline Pharmacy's commercial offering to its suppliers, with additional focus on education and internal capability development.
Jack Byrne, Chief Executive Officer, 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," said Byrne.
Supplier perspective
Corrina Brazel, General Manager of Marketing at Wesfarmers Health, emphasised the mutual value for both the retailer and its suppliers.
"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," said Brazel.
McPherson's, a key supplier, expressed support for the new Sponsored Search solution at Priceline Pharmacy. Aidan Bartholomeusz, Omnichannel Manager at McPherson's, said,
"This initiative allows us to connect with beauty shoppers in more meaningful and personalised ways at the very moment they are seeking solutions. 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."
