Primark’s Digital Strategy Expands: New App Launched Amidst Global Digitalization Efforts

Primark is approaching the online channel. The Irish low-cost fashion company has launched this Tuesday a mobile application in Ireland and Italy, which plans to start operating in the United Kingdom in the next 18 months, with which it will be possible to consult collections, without the possibility of purchase.

Through the app, users will be able to search for products, including the latest collections. However, it will not be possible to buy online. It will allow users to check stock availability in local stores in real time, save selected favorites and locate stores, the company said in a statement.

Primark’s new customer service and digital director, Matt Houston, said this is an important step for the company, which is “harnessing the power of digital to complement its stores” and offer customers “a more seamless shopping and browsing experience.“ In this way, customers can start their shopping online, “whether it’s to see what’s new or to plan their visit.“

Primark aims to start shopping in the online channel, despite having to complete it in store

Primark has launched the app in two different markets. On the one hand, Ireland, the multinational’s home country and a place where it has a solid customer base. On the other hand, it is making its debut in Italy, a growing market.

The launch of the app continues Primark’s digitalization strategy, with websites updated in its 17 markets over the last three years. To reinforce the digital side, Matt Houston made his debut this summer as head of integrated customer management, an area for the first time merged with a focus on digital. The company is looking for a “clear and consistent brand experience across all channels and touchpoints.

Earlier this year Primark announced the rollout of its pick-up service to all UK stores. However, the company, with a strategy of very tight pricing that can be maintained, in part, thanks to the volume derived from its physical retail strategy in large stores and in major arteries and shopping centers will not allow online shopping for the time being.