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Primark unveils new website

Primark has reached a major milestone in its digital strategy with the launch of a new website. The site offers thousands of products from across Primark’s… View Article


Primark unveils new website

Primark has reached a major milestone in its digital strategy with the launch of a new website.

The site offers thousands of products from across Primark’s best-selling ranges and also features a new design, enhanced navigation and a feature that allows customers to check stock availability in their local store.

Launched first in the UK, it will be rolled out to Primark’s 13 other markets in the coming months.

In a statement, the retailer said the move marks a shift in the role of digital within the business a it recognises the critical role online can play to support sales in-store.

Primark said the site’s product pages will house more product information and better imagery, with typically three to five images per product page using a combination of flat lay and model imagery. Visitors will also experience better search functionality and product filtering, such as by size and colour.

Matt Houston, group digital and strategy director at Primark, said: “This launch represents an important milestone for Primark shifting the way we’re using digital to connect to our stores. We know that consumers today inform a huge proportion of their clothing purchases by browsing online.

“We see a significant 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. The new website gives us the opportunity to reach new customers who might not be stepping into our stores now and tempt them with the great products and value we offer.”

As part of its digital expansion, Primark is trialling digital marketing to support the site. For the first time it will capture customer data to deliver more personalised marketing as customers will be able to create an account, sign up to receive regular news and create a wishlist of their favourite products.

Andrew Brothers, chief information officer at Primark, said: “The new site is underpinned by a modern and flexible technology architecture to give our customers the very best user experience. There has been a fantastic team behind this launch, which we’ve bolstered in the last 6-12 months by attracting some amazing talent into our new Digital and Digitech functions – which continue to grow. This gives us the foundation to bring our customers a continually improving digital experience in the months and years to come.”

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