Whilst still not committing to eCommerce, Primark has launched a new website for UK customers which offers the opportunity to view thousands of products and check availability before going to a store. A digital marketing campaign in support of the site will also be trialled. The new site format will then be rolled out to other countries over the coming months.
Matt Houston, Primark’s group digital & strategy director said: “This launch represents an important milestone for Primark shifting the way we’re using digital to connect to our stores. We know that customers today inform a huge proportion of their clothing purchases by browsing online. We see a signifant opportunity to drive more footfall and more sales into our stores by upping our game in digital and ensuring that what we offer is more visible online.”