Primark has set live its new customer-facing website, which allows shoppers to check stock before heading to stores.
The fashion retailer’s new-look site features thousands of its products for the first time, bringing them to life with new imagery, different-sized models and more product information.
Customers will be able to browse a wide range of Primark’s products with the ability to filter by size and colour.
The website also includes a feature allowing customers to see the stock levels of each item in their nearest store, using a traffic-light system to indicate availability.
Additional features will be rolled out in the coming months, including a customer account log-in function, a newsletter sign-up and the ability to create a wishlist, meaning Primark will be able to gather more consumer data.
The website is launching first in the UK, with the intention to roll it out further across Primark’s 13 other markets over the coming months.
The retailer said the move will help Primark gain brand awareness and drive customers to stores.
Primark chief executive officer Paul Marchant said: “We know our customers love the experience of shopping with Primark and the surprises they pick up when they come into our stores – it’s what makes Primark special.
“However, we know that they also want to browse the latest collections online and be able to check availability, which is what our new website makes possible for the first time.
“This new website and new features mark a significant step forward for our business and represent a shift in the role of digital at Primark.
“The new site also gives us a great opportunity to reach a whole new set of customers, enabling us to showcase the great range of products we offer when they’re browsing online to help tempt them into our stores.”
Primark group digital and strategy officer Matt Houston 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: “We know our new website is something that our customers have wanted to see from us for some time and we recognise we’ve moved later than most in this space. However, that brings with it an opportunity as we’ve been able to spend time understanding the role digital can play to enhance our business.
“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 six to 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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