Primark has launched its first customer mobile app in the UK, aiming to make it easier for shoppers to browse products and use the fast fashion retailer’s Click & Collect services. It also offers real-time stock checks and specific store information. Primark states that more than 25 per cent of visitors to its UK website use the stock-check function to verify in-store availability. The retailer had already introduced the service in Ireland and Italy last year.
Available via the Apple App Store and Google Play Store, the app allows customers to browse products, check real-time stock availability and order items through Click & Collect for in-store pickup. The service is now accessible in all 189 stores in England, Scotland and Wales.
Additional features include a store locator with opening hours and directions, personalised notifications about new collections and launches, as well as a ‘Favourites’ feature that lets users save items for future purchase.
Digital tools to support store-based retail
The UK launch follows the introduction of the app in Ireland and Italy last year. This approach fits with Primark’s broader strategy of expanding digital tools that support in-store shopping. While the fast fashion retailer continues to prioritise physical outlets as the core of its business model, services such as Click & Collect enable customers to browse and reserve items online before picking them up in-store. The company has also been expanding its wider digital engagement through its website and social media channels.
