Discount retailer Primark is venturing into eCommerce with the launch of its online store — the first time in its decades-long history.
The company announced plans to pilot a click-and-collect service across 25 stores, allowing shoppers to place orders online for in-store pickup. The service is initially being rolled out for children’s wear and will provide customers access to more than 2,000 products, including children’s clothing, accessories, and lifestyle products — twice the number of options the company currently offers.
While shoppers will have the option to make purchases online for in-store pickup, they still won’t have access to features such as having products shipped to their homes and making online returns.
“The Click & Collect trial is a milestone for our business and builds on the investments we’ve made over the last two years in new technology and people to make this possible,” said Primark Chief Executive Paul Marchant.
“This trial will give customers so much more of what they love and a new way to shop with us. It brings together more choice and greater convenience and complements the great in-store experience that is at the heart of our business. We think it will also give us an opportunity to reach new customers by highlighting the fantastic collection that we have for kids of all ages. We’ve chosen to trial the new service in a region where we have a wide range of stores of different sizes and formats and we can’t wait to see the customer response.”
The retailer noted that it would consider expanding its click-and-collect service to other product categories depending on the success of its pilot.
The company’s decision to test the waters in eCommerce comes after it sustained significant losses during the pandemic when it was forced to shutter its brick-and-mortar stores. That being said, the company has since seen its sales recover, marking an 81% increase in the last quarter.