As part of its continuous investment in digital infrastructure to support its network of physical stores, Primark has released its first-ever customer mobile app.
The new app lets users browse Primark’s newest collections, check product availability in real time, and schedule visits using its integrated shop locator. It is now available in Ireland and Italy, with a UK launch scheduled within the next 18 months. With features intended to close the gap between online discovery and in-store purchase, users may now opt in to customised notifications and curate their faves.
The app seeks to improve the way consumers engage with the brand on mobile devices by providing a practical experience that reflects the quick-paced nature of Primark’s trend-driven inventory.
The retailer will be able to test and discover how consumers interact with the app in two different retail contexts by launching in two different markets. Future revisions will be informed by these insights prior to a planned larger launch.
The action comes after the discount fashion behemoth made a number of digital improvements recently, such as implementing Click & Collect in all of its UK locations earlier this year.
Matt Houston, Chief Customer and Digital Officer, described the launch as a significant milestone in the company’s ongoing digital investment strategy. He noted that the initiative aims to leverage digital capabilities to complement physical stores and deliver a more seamless, intuitive, and personalized shopping experience for customers through the app.
Houston added that by launching in two distinct markets, the company can test the platform at scale, refine the user experience, and develop a roadmap informed by actual customer behavior — insights that will be essential as the app evolves and expands to additional markets.
