Priceline unveils new flagship store

By Sarah Stowe | 18 May 2022 View comments

Priceline Pharmacy has unveiled its new flagship store in Camberwell, Victoria. The store breaks the traditional pharmacy mould by offering innovative service models, tailored health solutions and exclusive product ranges.

The new model places pharmacists at the centre of the store rather than behind a dispensary counter. This enables the advice pods to offer 360-degree patient access.

Priceline introduces tech innovations

The dispensary is manned by dispensary technicians however a robot will perform routine dispensing.

Priceline has introduced other tech innovations and services including self-serve and Click & Collect checkouts.

Customers can access additional health services in private consulting spaces. These include free hearing checks, four-minute non-fasting blood monitoring for diabetes and lipid panel (cholesterol) checks.

The pharmacy retailer has boosted its beauty and wellbeing profile, with beauty advisors now tasked with providing complimentary beauty consultations. The new store boasts an extended product range which includes premium beauty brands such as Estée Lauder and Clinique. There is also a greater focus on nutrition and wellbeing, with a freezer stocked with low-calorie diet program meals.

Priceline has put customer navigation front and centre in the store’s design. The key beauty and health zones feature unique colourways to create a stimulating yet easy shopping experience.

The ‘next concept store’

Priceline Pharmacy general manager Andrew Vidler said “Priceline Pharmacy Camberwell has been 12 months in the making and a labour of love for our dedicated, cross functional project team. We call it our ‘next concept store’ because, to create it, we had to strip away our preconceptions of what a pharmacy is, and consider what a pharmacy could be.

“We started by envisioning how we’d like our customers to feel when they step into the store and how we could genuinely improve their wellbeing and that of their loved ones.”

Vidler said the new store is an opportunity to test and learn.

“Our intention is to trial the various concepts within Camberwell and, once we know which moments of care resonate with our customers and strengthen the relationships we build with them, we’ll introduce the concepts into our other stores,” he said.

The store had a soft opening of its beauty section in April, with the dispensary opening in May. Camberwell local and Priceline Ambassador Chrissie Swan, cut the ribbon at the grand opening.