There may have been concerns about how the launch of SEPHORA in Australia would impact competing beauty retailers, but when it comes to Priceline Pharmacy, those trepidations were ill-founded.
Priceline Pharmacy have used SEPHORA’s launch to its advantage, setting up an interactive voucher booth in Sydney’s CBD and getting Priceline representatives to pound the pavement giving out $10 vouchers to use at the pharmacy.
The initiative was a massive hit with consumers, with the booth running out of vouchers within the first three hours. Extra print runs have been organised and the booth will be restocked at 6.30am every day, with multiple refills organised to cope with demand. This is a first for this type of marketing activity.
The company has also rolled out its inaugural outdoor campaign featuring more than 200 adshels - with 56 in the Sydney CBD.
“Our December campaign is to capitalise on the high traffic in Sydney, especially the CBD, in the lead up to Christmas. Outdoor has given us the perfect canvas to set out our beauty credentials, while reinforcing that as a pharmacy we meet all health needs as well,” says Priceline Pharmacy general manager - marketing Mark O’Keefe.
“We’re giving Australian women even more reason to love Priceline Pharmacy and maximising our beauty position against competition.”
This Sydney-focused campaign is part of a national program which includes a major television campaign – The Beauty of Priceline Pharmacy. This is supported by Priceline Pharmacy’s own assets, including: fortnightly catalogues distributed to 3 million households, regular communications with the 4.7 million Sister Club members, social media channels, and a website garnering 1.5 million visits per month.
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