Primark launches UK website to browse stocks
Primark has launched its UK website to allow customers to browse stock and check availability before heading to stores.
The value fashion retailer has promised online shoppers its biggest ever range at home, with thousands of products including clothing and homewares.
The new website is intended to “better connect the journey between online search and in-store purchase”.
Although Primark still does not offer home delivery, the company hopes the website will be a popular resource for customers before heading to their nearest store.
The website was initially launched in the UK and will roll out to Primark’s other 13 markets in the coming months.
In a statement, the retailer said the move marks a shift in the role of digital within the business, as it recognizes the critical role online can play in supporting in-store sales.
Primark said the site’s product pages will contain more information and better images, while shoppers will also have access to improved search features and product filtering, for example by size and colour.
Primark Chief Executive Paul Marchant said: “We know our customers love the shopping experience with Primark and the surprises they receive when they walk into our stores – that’s what makes Primark special. .
“However, we know they also want to browse the latest collections online and be able to check availability, which our new website makes possible for the first time.
“This new website and new features mark a significant step forward for our business and represent a shift in the role of digital at Primark.
“The new site also gives us a great opportunity to reach a whole new group of customers, allowing us to showcase the wide range of products we offer as they browse online to attract them to our stores.”