Type Subsidiary Headquarters Victoria, Australia Website www.priceline.com.au Founded 1982, Victoria, Australia | Industry Retail Products Health and Beauty Number of employees 300 | |
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Parent organization Australian Pharmaceutical Industries Profiles | ||
Priceline is a health and beauty retailer with stores in every state and territory in Australia. The Priceline brand has two store types; a traditional Priceline and Priceline Pharmacy. As of March 2010 there were over 330 Priceline branded stores throughout Australia. Priceline is currently owned and operated by Australian Pharmaceutical Industries since its purchase in 2004.
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History
Priceline was established in 1982; the first store opened at Highpoint in Victoria, and started as a beauty retailer. 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. API divested its House and Price Attack chains in 2007 to focus its retailing strategy on the Priceline brand. In 2008 Priceline launched a brand refresh with a new visual identity, store format and merchandise.
Priceline Brand
Priceline is a health and beauty retailer of cosmetics, skincare, haircare and healthcare products. Priceline is involved in pharmaceutical retailing through the Priceline Pharmacy brand. There are currently over 330 Priceline stores throughout Australia.
Australian business publication BRW ranked Priceline as Australia's 16th fastest growing franchise by revenue in 2010. The company recorded annual revenue growth of 63.4% over the three years to 30 June 2009.
Since 2007, Priceline have been a sponsor for 30 Days of Fashion and Beauty, one of the biggest yearly fashion and beauty events held in Australia.
Loyalty scheme
Priceline’s loyalty program, Clubcard, has over 4 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. Clubcard members accounted for more than 40% of retail sales in 2009, with the average Clubcard member sale more than 30% higher than for a non-Clubcard customer.
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". 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.