Australia – Priceline Pharmacy has entered into a partnership with unified retail media platform Zitcha to enhance its retail media network, marking the retailer’s latest step into Australia’s expanding retail media landscape.
Part of Wesfarmers Health, Priceline Pharmacy joins a growing number of major retailers investing in retail media.
With more than 9.5 million members in its Sister Club loyalty program, Priceline Pharmacy offers brands a platform to reach highly engaged shoppers through targeted campaigns, real-time performance insights, and data-driven optimisation.
Zitcha was chosen for its omnichannel capabilities, self-serve functionality, and strong local presence — attributes that align with Priceline Pharmacy’s strategy to strengthen its internal retail media operations and educate supplier partners.
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 partner McPherson’s also expressed support for the initiative, highlighting the benefits of Priceline Pharmacy’s new Sponsored Search offering.
“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.”
