Primark has unveiled the latest phase of its digital strategy by launching its new website.
Designed to better connect the journey between online search and then in-store shopping, the new site features thousands of products across Primemark’s best-selling range, as well as a new design, improved navigation and a new feature that lets customers test stock availability. At their local store.
Before Primark’s 13 other markets roll out next month, the first website launched in the UK represents a shift in the role of digital in business and acknowledges the important role that online can play in supporting store sales, as seen in Drive Footfall and reaching new customers.
Primark.com will showcase a significantly increased proportion of Primark’s product range, bringing them to life with more images and larger product information. Product pages using a combination of flat lay and model images Each product page will usually have more product information and better images with 3 to 5 images. Site visitors will experience better search functionality and product filtering experience, such as by size and color, allowing customers to enjoy a better browsing experience.
As part of its digital expansion, Primark is conducting digital marketing trials to support the site. For the first time, it will capture customer data to provide more personalized marketing as customers will be able to create an account, sign up to receive regular business news, and create a wish list of products of their choice.
As a result of the new site, the Primark brand and its product range will be much more visible online when people browse, as it makes existing and potential customers more aware of what Primark can offer to drive more people to the store.
Matt Houston, Group Digital and strategy director, Primark, said: “This launch marks an important milestone for Primark in the way we use digital to connect our stores. We know that consumers report a huge proportion of their clothing purchases today by browsing online. We’re seeing a significant opportunity to gather more people and drive more sales in our stores by improving our games digitally and ensuring that what we offer is more visible online. The new website allows us to reach new customers who may not be in our store right now and entice them with the great products and prices we offer. ”
Andrew Brothers, CIO, Primark, said: “We know our new website is something our customers have been wanting to see from us for some time, and we acknowledge that we’ve moved much later than most of this space. However, it brings an opportunity because we have been able to spend time understanding the role that digital can play in improving our business. The new site is bound by a modern and flexible technology architecture to give our customers the best user experience.
“There’s a fantastic team behind this launch, which we’ve strengthened over the last six to 12 months by attracting some amazing talent to our new digital and digitaltech functions – which is growing steadily. It lays the groundwork for our customers to continue to improve their digital experience in the months and years ahead. “
In addition to the in-house Primark team, EPAM Systems has been the initial design and technology partner in creating new websites. The new website is built using state-of-the-art retail-centric technology components from a number of digital solution specialist suppliers, including Bloomrich, Amplience, Commercestools, Microsoft and Salesforce. This modular approach enabled the rapid development of new sites and provided a platform to enable Primark to measure its digital capabilities in the future. Publisis Group is the leading digital marketing agency.
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