Success of Primark’s long-awaited ‘click and collect’ trial might be restricted by its limited scope, says GlobalData

Following the launch of Primark’s ‘click and collect’ trial in 25 stores in the North West of England, Yorkshire, and North Wales that was announced in June 2022;

Louise Deglise-Favre, Apparel Analyst at GlobalData, a leading data and analytics company, offers her view:

“Consumers have long been waiting for Primark to embrace digital retail, and even with a limited launch of click and collect that is restricted to children’s products, eager consumers caused the website to crash this morning due to high volumes of visitors.

“Appetite for a transactional Primark website is high, with a survey by GlobalData revealing that 76.6% of UK consumers* would purchase from Primark online, even if it only offered click and collect as a fulfilment option.

“While the reaction to the service has been positive so far, some of Primark’s younger consumers may feel alienated by the focus on children’s products. These young shoppers are keen to shop online, with 64.6%* of 16-24-year-olds and 71.2%* of 25-34-year-olds indicating they would prefer to shop online versus instore, if Primark offered the option. If the trial is extended to a wider product range, it would be even more successful. However, the new service will undoubtedly suit family shoppers who want to save money and time during the Christmas period.

“Primark has long refused to explore digital retail, and, while the trial is overdue, it is a step in the right direction and will hopefully usher the retailer into a new era of modernity. The retailer’s lack of a transactional website has limited its recovery from the pandemic, with Primark’s global like-for-like sales remaining 10% below pre-pandemic levels in FY2021/22 (ending September 2022). Therefore, the trial will help future proof the retailer in an increasingly digital world.

“While the website mishap indicates a high level of consumer curiosity in Primark’s first foray into digital retail, it shows that the retailer needs to strengthen its online capacity.”

*GlobalData’s February UK Monthly Survey of 2,000 nationally representative respondents.

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