Overshadowed by the negative hit to Primark’s sales from the ‘pingdemic’ and a slowdown in its new store roll-out caused by Covid restrictions was news that the discount fashion chain is progressing the initial design and development for its new digital platform. Furthermore, the recruitment of new talent ‘to create a new digital capability within the business’ is underway.

Primark’s parent Associated British Foods (ABF) said the new and improved customer-facing website will launch in 2022.

In contrast to fast-fashion rivals such as Boohoo (BOO:AIM) and ASOS (ASC:AIM), Primark doesn’t sell products online, arguing the economics don’t stack up with such low product price points. And there was no indication in the trading statement that these digital investments will result in a transactional platform.

Rather, the improved functionality will let customers see which products are available on a store-by-store basis and Primark is also strengthening its digital marketing capabilities to deliver more personalised content to its customers.

Knowing whether a sought-after product is in stock in a local Primark outlet will be extremely useful for shoppers, yet if availability becomes an issue and stops people visiting, this could also result in lost opportunities to sell shoppers additional items.

Much of Primark’s stunning success has been driven by customers flocking to its physical stores, browsing the aisles and walking out with additional cheap and cheerful products they weren’t originally intending to buy.

‹ Previous2021-09-16Next ›