Fashion retail giant Primark has launched its first mobile app, allowing customers to browse its wide range of products and collections, as well as check for in-store availability.
The app launched exclusively in Italy and Ireland to test its accessibility on a large scale, with a further rollout planned over the next 18 months, which includes an iteration for the UK.
Historically, Primark has avoided ecommerce and focused on its physical store presence, but as UK retailers continue to fight to drive consumer spending on the high street, Primark aims to rival its in-store shopping experience with an online alternative.
Designed to satisfy the growing market for convenient mobile-based fashion, the app aims to increase Primark’s revenue through online transactions and increased brand awareness.
This comes after the fashion retailer introduced click-and-collect into all UK stores earlier this year, as part of Primark’s ongoing investment in ecommerce.
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.”
“Whether it’s checking what’s new or planning a visit, 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.”
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