Primark takes a big step towards digitalization with the introduction of its own mobile app. The tool is already available in Ireland (under the name Penneys) and Italy; a rollout to other countries will follow in the next year and a half.
Testing and optimizing
Primark aims to provide customers with an accessible digital experience, without stepping away from the familiar retail model: the app allows users to view products, check current store inventory, and receive personal notifications about new collections and promotions. Additionally, users get style inspiration and can easily save their favorite items.
The introduction aligns with the broader digital strategy of the discounter. Recently, Primark rolled out revamped websites in its seventeen markets. By launching the app now in two completely different countries – in Ireland as an established name, in Italy as a growth market – the chain aims to extensively test its functionality and learn from diverse consumer behavior.
Improving customer experience
“We know our customers increasingly start their shopping journey online, whether that’s checking what’s new or planning a visit,” says Matt Houston, Chief Customer and Digital Officer. “The app gives them the tools to do that in a more intuitive, personalised way.” According to Houston, the phased rollout allows Primark to gather valuable insights about the actual use of the app. This data should help further improve the customer experience before the application is launched in other regions.
Primark’s digital strategy is an intriguing case for retail observers. It is one of the topics that sales director Belgium Olivier Crépin will discuss at the Retail Marketing Day of RetailDetail, on September 25 in Antwerp. Other discounters, such as Takko Fashion and Action, will also explain their strategies. Tickets can be reserved via the link below.
