“We Want To Keep Building The Brand”: Priceline GM
last week, Priceline held it’s annual Beauty Prescription (Live) event – where all the beauty trends for 2018 were revealed. But we wanted to know what Priceline’s plans were for 2018. So B&T sat down with Priceline’s General Manager Tamalin Morton and Marketing Manager Allana May.
In 2018, Morton said Priceline has the opportunity to make Priceline “a destination” for shoppers. But how?
“I think it’s continuing to build on the model that we are – so really leveraging customer data and understanding our customers – really leveraging those insights to further advance our position and make sure we absolutely have the right product and the right value,” she said.
The Priceline Sisters Club is currently at over seven million members – giving the company a ton of customer data to go off.
“Obviously we have a huge amount of insight into what our customers are purchasing, when they’re purchasing it, their shopping frequency – and that really helps us to make better customer decisions,” Morton added.
“Not only in terms of how we market to them, but in terms of the offers we provide, the ranges that we put in store and the service that they might need. So it’s really using that information as much as we can to enhance our customer offer.”
From a marketing perspective, Priceline “have a lot of toys in the toy box that we get to play with” according to May.
“It’s so dynamic,” she said. “Being able to use different mediums to target different customers and making sure that the messaging and content coming out is [a result of] understanding what you’re looking for and responding to that.
“So I think we’ve continued to evolve with what we know women, and our customers, are looking for,” May added.
The messaging and content Priceline uses to market itself to consumers can include everything from how-to videos on Youtube, to the offers they show in store, to working with social media influencers – but it all comes down to the brands they work with, and whether their customers are interested in those brands.
“We’ll always work with brands. it’s a really important, fantastic relationship for us,” said Morton. “We really actively work together and promote them.”
“For us its about continuing to foster those relationships and just continuing to grow that space. We certainly want to keep pushing new and exclusive products – and that’s the reason [customers] have to come, because they’re only at Priceline,” she added.
Morton also talked about Priceline’s points of differences – including having in-store pharmacists and make-up artists on standby to provide customers with advice.
“We have fantastic ranges, we have new and exclusive products, we offer excellent value and we provide great advice,” she said.
“Our marketing strategy takes into account all of those elements and we’ll continue to build on it.”
In 2018, Priceline will continue to focus on their exclusive brands – brands that are different to those in Sephora or Mecca Maxima, so that “Priceline pharmacy is a destination” rather than merely a stop along the way.
Priceline’s other competitors come from far and wide – because stores like Chemist Warehouse, Sephora and Target all stock health and beauty products. And Priceline needs to stand out.
And May said that social media has been one way to do just that.
“Social media has been an incredible enghagement tool. From when we first launched [on] Facebook, we had such an engaged community of women that had just fostered such a strong relationship with the brands.”
“We can see what they’re liking and what they’re not liking,” she said. “We actually take that information and we use it [in our marketing].
“We understand exactly what they’re looking for and we make sure our marketing campaigns are matching that.”
In terms of social media marketing, Priceline also works with a skew of models and Instagram influencers, including Samantha Harris and Ita Buttrose (pictured with Morton below).
May said that the company loves working with influencers, with some even approaching Priceline themselves.
“You’ve got a lot of influencers who are passionate about health and beauty as well – they have really great engagement with their own audiences that have such an affinity for our brand anyway,” she said.
And Priceline is only growing – Morton said the company will continue to look back at their customer data base to determine what marketing strategies may work best.
“In terms of how we’re evolving, that’s absolutely what we’re doing. We’re really focused on enahcened customer understanding, building that capability,” she said.
“We want to keep building the brand – that’s a real focus for us, and continuing the build on those points of difference.”
Please login with linkedin to comment
Priceline Pharmacy Tamalin Morton The Beauty Prescription LiveLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.