PRICELINE Pharmacy customers are expected to gain access to free shipping, shopping exclusives and other benefits under the OnePass program operated by Wesfarmers, which acquired the brand as part of its Australian Pharmaceutical Industries (API) takeover last year.
OnePass was launched as part of Wesfarmers' overall digital strategy, with several other brands owned by the company already part of the program, including Bunnings Warehouse, Kmart, Target and online retailer Catch.com.
Officeworks will join the scheme before 30 Jun 2023, while Priceline Pharmacy will also eventually be added, according to a report in the Australian Financial Review today.
OnePass is a subscription-based program under which members pay $4 per month to access a range of benefits - and today Wesfarmers confirmed a new deal with Disney which bundles OnePass with a streaming subscription for $14.99 per month, similar to the Amazon model which combines the retail giant's streaming service with accelerated free delivery.
It's not clear at this stage when Priceline will become part of the program - or how OnePass will complement Priceline's existing Sister Club scheme which is itself one of Australia's biggest loyalty membership programs.
The Disney deal is Wesfarmers' first external partnership for OnePass, with the overall program aiming to create deeper engagement with the group's brands among consumers.
"Disney is such a big franchise and is aligned with family, and that is our core demographic," Wesfarmers OneDigital MD Nicole Sheffield told the AFR.
"We differentiate ourselves because it is not only about free delivery...it's about increasing the customer lifetime value.
"We want people to shop more times per year across all our brands," she added.
The above article was sent to subscribers in Pharmacy Daily's issue from 09 Dec 22
To see the full newsletter, see the embedded issue below or CLICK HERE to download Pharmacy Daily from 09 Dec 22
