Primark rolls out first customer mobile app
Primark has launched a bespoke mobile app that will allow customers to browse products and check in-store stock availability.
It will also enable customers to stay up to date with the latest Primark products and collections, save favourite items, and use a built-in store locator to plan their visits.
Subscribe to TRBThe app has initially been introduced in Ireland and Italy as the retailer looks to test and learn how customers interact with it in different retail environments. Insights from both markets will inform further development ahead of future launches, including the UK, which are planned within the next 18 months.
The move builds on the roll out of new and improved Primark websites across all 17 Primark markets over the last three years, as well as the rollout of a click & collect service to all stores across Great Britain.
Matt Houston, chief customer and digital officer at Primark, said: “This launch is an important step in our ongoing digital investment as we harness the power of digital to complement our stores and offer our customers a more seamless browsing and shopping experience.
“We know our customers increasingly start their shopping journey online, whether that’s checking what’s new or planning a visit, and the app gives them the tools to do that in a more intuitive, personalised way.
“By launching in two very different markets, we’re able to test at scale, refine the experience, and build a roadmap that’s shaped by real customer behaviour. That insight will be critical as we evolve the app and prepare to bring it to customers in other markets.”
