Fashion retailer Primark has launched its first mobile app, allowing customers to browse its full range of products and check in-store stock availability.

Shoppers will also be able to save their favourite products, use a built-in store locator for their next visit and receive personalised notifications on the brand’s latest arrivals.

The high street chain said the app, which is available for download in Ireland and Italy, will be rolled out to other markets, including the UK, over the next 18 months.

It forms part of Primark’s ongoing investment into its ecommerce proposition, which has seen the rollout of new improved websites across its 17 markets and the launch of click and collect in all its UK stores.

Primark chief customer and digital officer Matt Houston 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.”

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