Irish discount retailer Primark is ramping up its US expansion with a new website aimed at American shoppers, as more established retailers step up their e-commerce games.
The expanded website, which launches on Wednesday, will feature a much larger range of products (roughly 60% to 80% of the total inventory) and more detailed product images. While the old site couldn’t tell if something was in stock, the new site lets customers know if items in specific sizes are available at a Primark location near them. The product pages also contain information about materials and care instructions – both of which were previously only found on physical labels or packaging.
While the site isn’t strictly e-commerce, a big part of Primark’s strategy is to build a robust digital discovery experience and invest in social media. For example, the new website is more interactive and better designed to integrate with social accounts. Shoppers can create a profile to save their favorite products and add them to a wish list. You can also browse their local store online and sign up for a newsletter to get the first glimpses of new collections.
The revamped website is a change of direction for Primark, which has traditionally been slower to embrace e-commerce. For years, Primark has focused on its brick-and-mortar strategy, which includes around 400 stores in 15 countries. However, after having to close hundreds of locations due to pandemic lockdowns, Primark announced plans to go digital in late 2021. Last November, the company conducted a BOPIS trial in 25 stores across northern England and Wales. Primark is planning a BOPIS test in 32 stores in London later this year.
At its core, however, Primark remains a brick-and-mortar retailer and wants to use its new US website to lure shoppers to its US locations. Primark is currently on track to open 60 US stores by the end of 2026 – a significant increase from the existing 17. (Primark opened its first US store in Boston in 2015.) For Primark, there is hope that the new website will bring its Increase Presence will reach and expand its customer base even further. Primark has already launched website updates in the UK and Ireland.
Kevin Tulip, President of Primark US, told Modern Retail that a new US website “is definitely something our customers asked for when we opened our new stores.”
“We really see this relaunch as a big part of our growth ambitions here in the US – as a way to get more of our customers to not only see their inventory online, but also to share it with their friends and create a more personalized site.” . , sign up with their email address, integrate more social networks,” said Tulip. “It’s something that’s been in the works for a while and we’re really excited that it’s now part of our customer journey here in the US.”
However, two things are missing from Primark’s new US site: online shopping and delivery. According to a press release: “Primark’s business model is centered on its stores, so the new website is not transactional.” Instead, the website is “designed as a virtual store where you can explore what to expect in store”.
“We remain really steadfast in our strategy of being a brick-and-mortar retailer,” Tulip told Modern Retail. “Ever since we started in 1969, that’s who we are, it’s what we believe in… I think we’ve always been very clear that digital is a part of it, whether it’s social media were or whether there were things like the look on our site. But for us it’s very, very important, we bring customers and please them in business. We offer them an incredible customer experience. And we continue to get great results from it.”
Barry Thomas, global commerce expert at Kantar, said he’s a big proponent of physical stores and appreciates how Primark weighs decisions at the local level. “I love their focus on business and community,” he explained. However, he added: “It’s challenging not to be some kind of ‘and’ brand online and offline. …You can create tension by creating an ecommerce site that doesn’t provide fulfillment for your location.”
“The fastest growth channel in the world is home,” Thomas continued. “Where do we spend more time? The home. What is the biggest structural change? To work from home. I think it’s such a shift away from mainstream consumerism and I advocate for it, but I think it’s just really difficult with this strategy.”
By then, many of Primark’s competitors will have fully-functional e-commerce sites. About 30% of H&M’s total sales were made online last quarter, according to an earnings report. Inditex, Zara’s parent company, reported a record number of online sales in fiscal 2022.
When asked if Primark had concerns about keeping up with fast fashion brands that offer online shopping, Tulip replied “no”.
“I’m still encouraged by the bulk volume and tremendous percentage of sales that still go through physical retail, and I’m pretty sure it will continue to be,” he said. “I strongly believe that it is important to be clear about the core of your business and not try to be everything to everyone, but to make sure that you are incredibly good at what you do. And a lot of our focus is to offer fantastic fashion at fantastic prices… We invest a lot of time and energy in the quality and value that we offer our customers.”
In addition to the website, Primary also offers a mobile app with “find a shop” features and fashion-related blog posts. However, like the older version of the desktop site, the app does not provide information on product sizes or materials. Tulip said Primark is focused on revamping its website for now and has no immediate plans to update the app.
However, Primark does have a sizeable social media presence, having a presence on TikTok, Instagram, Facebook, and Twitter. Two of his most popular videos on TikTok have 10.8 million views and 8.4 million views.
Additionally, Primark has worked with around 500 influencers for online content, according to its parent company, Associated British Foods. In May 2020, Primark hosted a virtual slumber party where brand ambassadors like fitness personality Alice Liveing and Love Island winner Kem Cetinay offered food and drink tutorials or taught TikTok dances.
While Primark’s new US website remains brick-and-mortar-focused, “going digital is a big part of our ambitions and we’ve had a strong focus on social media,” Tulip said. “We now have over 24 million followers on our social media channels worldwide. It continues to be an important part of our strategy.”
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