Primark doubles down on digital, launching first customer app
Primark has launched its first-ever customer mobile app, marking a major step in the retailer’s ongoing investment in digital infrastructure to support its physical store network.
Rolling out today in Ireland and Italy, with a planned rollout to UK in the next 18 months, the new app allows customers to browse Primark’s latest collections, check real-time stock availability and plan visits via its built-in store locator. Users can also curate favourites and opt in to personalised notifications, with features designed to bridge the gap between online discovery and in-store purchase.
Described as putting "Primark in your pocket", the app aims to enhance how customers interact with the brand on mobile, offering a convenient experience that mirrors the fast-paced nature of Primark’s trend-led offer.
Matt Houston, Chief Customer and Digital Officer, 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.
"We know our customers increasingly start their shopping journey online, whether that’s checking what’s new or planning a visit, and 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. That insight will be critical as we evolve the app and prepare to bring it to customers in other markets."
Launching in two contrasting markets will allow the retailer to test and learn how users engage with the app in different retail environments. These insights will inform future iterations ahead of a planned wider rollout.
The move follows several recent digital upgrades from the value fashion giant, including the full rollout of Click & Collect across all stores in Great Britain earlier this year.
