// Primark has unveiled its new customer-facing website
// As part of its digital expansion, Primark will also be trialling digital marketing to support the site
Primark has launched a new website with an improved design, enhanced navigation and the ability for customers to check stock availability before heading to stores.
The value fashion retailer has promised its online visitors its biggest-ever range to browse from the comfort of their own homes, with thousands of products across Primark’s ranges, including clothes and homeware.
The new website is meant to “better connect the journey between searching online and then shopping in store”.
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While Primark still does not offer home delivery, the business hopes it will still be a popular resource for those to use before heading to their nearest store.
The website has initially launched in the UK and 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, while shoppers will also have access to better search functionality and product filtering, such as by size and colour.
Primark group digital and strategy director Matt Houston 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 will also be trialling digital marketing to support the site.
For the first time, it will hope capture shopper data in a bid to offer personalised marketing as customers can create an account online, sign up to receive regular news and create a wish list of their favourite Primark products.
Primark chef information officer Andrew Brothers 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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