Primark are one of the very few retailers without a transactional websites, but it was announced in June that they would start a click and collection trial this year. They have now confirmed the Primark Click & Collect trial will go ahead in the run up to Christmas.
There are many reasons Primark may not want to get involved in full blown online retail, not least because of relatively low price points, the massive returns that come with the fashion sector and the costs associated with managing fulfilment. However retailers will be watching with interest as since they launched a new website earlier this year they’ve driven more instore traffic than ever – something many retailers would love to emulate.
Primark’s retail aim is that you’ll enter their stores to purchase one product, which is why they maintain ranges of essentials ranging from bras and knickers to socks and leggings, and while in store you’ll be exposed to their new in-season ranges which change frequently, often weekly. Additionally they move ranges around the store and when ranges are fast selling they’ll be prominently displayed and they quickly discount ranges which are less successful.
Primark have also fully optimised their supply chain so that goods arrive already on hangers with price labels attached which keeps instore work to a minimum – essential when working on tight margins.
Primark Click & Collect & website performance
Primark’s key new feature on their website is a stock-checker facility giving confidence that when you visit your local store the products you want to purchase will be available.
The new UK website has been live since April and our initial judgement has been confirmed that customers have welcomed its new features. The key metrics, such as traffic and engagement, have steadily built from a strong start. The new stock-checker facility is being enthusiastically adopted.
– ABF (Primark parent company)
ABF also confirmed that the Primark Click & Collect trial will commence in time for Christmas. It will offer expanded ranges from Primark’s license partners (sounds almost like a marketplace with fulfilment built in), larger items such as nursery products and multipacks of kids’ clothes. In addition, it offers the opportunity to have seasonal product such as rainwear and beach and holiday wear, available throughout the year.
We remain on track to launch the UK trial of a Click & Collect service in the run-up to Christmas this year, focused on 25 stores in the north of England and Wales. We have chosen a much-expanded range of children’s products for this trial, which we believe has the potential to satisfy unfulfilled demand, driving footfall from both existing and new customers to deliver incremental sales in store.
– ABF (Primark parent company)
