Primark has launched its new website, enabling shoppers to find the clothes and homewares they want to buy and check they are in stock before going in store to buy. The discount retailer, owned by Associated British Foods (ABF), says the launch represents a shift in the role of digital in its business and a recognition of the role that online can play in supporting sales in its stores, while helping to reach new customers and drive footfall.

The retailer has launched the site in the UK first before rolling it out to its other 13 markets in months to come. With their new website, their digital group strategy is to:

✅ Use their digital infrastructure to connect the inventory in their stores
✅ Drive footfall and more sales into their stores
✅ Use the new digital infrastructure as an opportunity to reach new customers who may now be tempted to step into their stores
✅ Use customer data for the first time to deliver more personalised market offers
❌ But no mention on their plans for a transactional website yet…

Source: InternetRetailing