This autumn the program included:
Gabby Tully - National Manager – PR, Events & CSR – is the conductor of this multi-touch-point event and kicks off the formalities with an on-stage welcome that always raises a giggle. This time it was presenting a tongue-in-cheek vlog from Priceline Pharmacy CEO, Richard Vincent, clad in a pink towelling bathrobe talking through his favourite products – from lipsticks to nail varnishes to cosmetics brushes.
Tamalin Morton – Priceline Pharmacy General Manager and Cathy Seaholme, Priceline Pharmacy General Manager Retail Operations sat down with esprit and talked through key thoughts on the business going forward.
We will continue to focus on the customer through the member-based Sisterclub, says Tamalin. “We leverage our customer understanding to provide a compelling offer. Through our Trend Trips, our Trade Partnerships and our abilities to innovate all pulled together we can offer our customers a true point of difference and we do this with exclusives, fresh brands and favourites, profiling interesting innovations and technologies.”
Referencing the critically influential role of the Beauty Advisors, Cathy tells us that many of the Priceline Pharmacy BAs have a background in beauty and love being in the beauty space: “Face to face training through our Beauty Academy and Skincare Academy brings the BAs together to experience the products. We do trade shows with the brand partners. The BAs want to know the background of the brands. With some 18,000 skus there’s a lot to take in, but it’s all part of providing the right level of service”. Incentives for the BAs include playing a role in special events such as VAMFF (Virgin Australia Melbourne Fashion Festival) where they run makeup stations in pop-ups. Broadening the service offer Priceline Pharmacy pharmacists are also being trained in recommending the right skincare for customers.
“Top line beauty direction: continuing to focus on differentiation, new, exclusive, latest, first-to-market and stimulating that appetite in consumers - demonstrating our authority as the place to keep coming back to”, says Tamalin. “Great value, service, advice and/or engagement – driving the understanding in consumers’ minds that ‘there’s going to be something (at Priceline) for me’ - we have such a massive amount of skus, they have a reason to return time and again”.
New BA incentives are being created to drive the right behaviour – for example: win a trip to Singapore with X brands and visit their innovation centre.
So you have this brand/product that you love like your own child and you feel you have been working 24/7 to get attention. You have invested lots of money and time in packaging, typing up posts, sharing the products with friends, meeting with retailers and distributors and you feel you are still not getting any traction. What do you do next?
The growth of social media has given rise to influencer marketing, now one of the fastest growing categories in advertising and projected to be a $5-10 billion market by 2020*. A larger percentage of the advertising dollar being invested into this component of the marketing mix naturally means greater pressure on marketers to deliver meaningful results from this medium. There is now an emphasis on conducting due diligence when planning your influencer campaigns, especially around your influencer selection, and in particular their followers.