Priceline Pharmacy has partnered with retail media platform Zitcha to expand its retail media network capabilities.
The move comes as Priceline Pharmacy, part of Wesfarmers Health, becomes the latest major Australian retailer to enter the growing retail media sector. According to WPP Media’s mid-year forecast, the retail media market is projected to grow by 28.1% this year, reaching $1.91 billion.
Priceline Pharmacy’s Sister Club loyalty program has more than 9.5 million members, creating opportunities for brand partners to engage customers across multiple touchpoints, said a release. The partnership is aimed at enabling targeted customer segmentation, real-time campaign performance insights, and campaign optimization based on consumer behavior.
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.”
