Primark has launched its first-ever mobile customer app in the UK, following successful rollouts in Ireland and Italy. The app, which is available to download on Apple Store and Google Play, aims to offer Primark shoppers the ease of digital browsing and its popular Click & Collect service, while still retaining its store-first approach to retail.
A built-in store locator provides quick access to opening hours and directions, while the Favourites feature allows users to save top picks for their next visit. Shoppers can access personalised notifications to stay up to date on the latest arrivals, collection launches and exclusive updates.
Primark’s ‘phygital’ strategy
Although Primark has a strong digital presence, particularly on social channels, it has historically resisted a full omnichannel strategy – specifically home delivery and a transactional ecommerce website – because its model is built on low-cost bricks-and-mortar retail. Executives have argued that the cost of ecommerce, including online returns which can be as high as 30-70% for fashion, would outweigh the profits from selling low-margin items online.
The new app is another step in Primark’s ‘phygital’ strategy, which integrates digital for discovery but is still built around footfall through its stores. The app is designed to complement its Click & Collect service, which drives footfall into stores, increasing opportunities for impulse purchases.
Kari Rodgers, UK retail director at Primark, said: “This is just the next step in bringing everyday value to more UK shoppers in a way that’s simple, seamless and built around their needs.”
Matt Houston, chief customer & digital officer at Primark, added: “Customers are increasingly turning to digital tools that make shopping easier and more rewarding, and we’re confident that our app will deliver an intuitive, personalised experience that’s been carefully designed to help them get the most out of every Primark visit.”
The UK launch marks another step in Primark’s tightly controlled digital evolution, blending convenience with cost discipline while keeping stores firmly at the heart of the customer journey.
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