Priceline to get more than loyalty for insurance
The loyalty program, Sister Club, is one of Australia's largest, providing rewards for money spent in Priceline's health, beauty and pharmacy stores. Its intended clientele are women and it is promoted by Priceline owner Australian Pharmaceutical Industries as a "key marketing differentiator".
Under a five-year deal with global insurer ACE, travel, accident-protection and health insurance products will be promoted to Sister Club members via electronic and direct mail.
Priceline would receive commissions on sales, said Robin Moore, ACE corporate communications manager for Australia and New Zealand. ACE will manage telesales, customer service and claims.
A similar deal struck in 2011 with life insurer AIA ended this year. API declined to say how much revenue that agreement had delivered.
A spokesman said API was confident that the insurance offering, Priceline Protects, "enhances ... our members' experience".
Under the deal, ACE has no authority to sell or use Sister Club data for any other purpose than insurance products.
"It is important to note that members can opt out of receiving offers regarding Priceline Protects at any time," the spokesman said.
Australian Privacy Commissioner Timothy Pilgrim said that when people signed up to a customer loyalty program they should read the privacy policy to find out how the business would use their information, who else would see it and how it would be stored.
"Businesses that are covered by the Privacy Act are required to comply with several principles when handling personal information, including information collected for a loyalty card scheme," he said. "For example, companies are required to have a publicly available statement or privacy policy that tells people how they handle personal information.
"There are also rules about when businesses can share your personal information with others."
Frequently Asked Questions about this Article…
Priceline Pharmacy has entered a five-year deal with global insurer ACE to promote travel, accident-protection, and health insurance products to its Sister Club loyalty program members. Priceline will receive commissions from the sales of these insurance products.
The insurance products will be promoted to Sister Club members through electronic and direct mail, allowing members to learn about and purchase these offerings conveniently.
ACE is responsible for managing telesales, customer service, and claims related to the insurance products offered to Sister Club members. However, ACE does not have the authority to sell or use Sister Club data for any other purpose.
Yes, Sister Club members have the option to opt out of receiving offers related to Priceline Protects at any time, ensuring they have control over the communications they receive.
Members should read the privacy policy to understand how their information will be used, who will have access to it, and how it will be stored. Businesses covered by the Privacy Act must comply with principles for handling personal information.
Priceline Protects is the name of the insurance offering under the partnership with ACE, aimed at enhancing the experience of Sister Club members by providing them with access to various insurance products.
The new deal with ACE follows a similar agreement with life insurer AIA that ended this year. While the revenue details from the previous partnership were not disclosed, Priceline is confident that the new offering will enhance member experience.
Businesses must have a publicly available privacy policy that explains how they handle personal information. They are also required to comply with rules about when they can share personal information with others, ensuring transparency and protection for consumers.
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