Primark has launched its first customer-facing mobile app in the UK, marking a significant step in the retailer’s digital evolution.
Available now via the Apple App Store and Google Play Store, the app brings together a range of features designed to complement Primark’s store-led model, including access to click and collect, real-time stock checks, store information, personalised notifications and a favourites function.
The launch means UK shoppers can now use the app to browse products, save items ahead of a store visit and keep up to date with new arrivals and collection drops.
It follows the app’s rollout in Ireland and Italy last summer.
Primark said the app has been designed to offer a more connected and convenient shopping experience, while still maintaining the sense of discovery that comes from visiting its stores in person.
Kari Rodgers, UK retail director at Primark, said: “We know our customers expect great value and an effortless shopping experience, wherever they are.
“Our new app puts exactly that in the palm of their hand, from personalised updates on the latest trends to faster, more convenient ways to browse and shop via click and collect. This is just the next step in bringing everyday value to more UK shoppers in a way that’s simple, seamless and built around their needs.”
The app also works alongside Primark’s click and collect service, which is now available in all 189 stores across England, Scotland and Wales. Customers can browse, order and pay online before collecting their purchases in-store.
Matt Houston, chief customer and digital officer at Primark, said: “Following the successful launch of our app in Ireland and Italy, we’re excited to bring an even smarter, more connected shopping experience to the UK.
“Customers are increasingly turning to digital tools that make shopping easier and more rewarding, and we’re confident that our app will deliver an intuitive, personalised experience that’s been carefully designed to help them get the most out of every Primark visit.”
The launch forms part of Primark’s broader investment in digital channels, building on the growth of its website and social media presence.
The retailer said it now has more than 25 million followers globally, while around 25 per cent of visitors to its UK website use the stock check feature.
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