Primark launches customer-facing website

Leading affordable fashion retailer Primark has launched a new customer-facing website – a new milestone in the brand’s digital journey.

This will allow customers to check the stock availability of their favourite items in their local store. It will also improve key functions such as product filtering, with individual items typically housing up to 5 images per product page plus additional product information.

This new customer-facing site will initially be available to just UK customers, but it is expected to be rolled out to the other 13 markets Primark are present in within a few months.

Matt Houston, Primark’s group digital and strategy director, 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.”

Chief information officer, Andrew Brothers, added: “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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