Primark steps up role of digital with launch of new website

Primark Website Launch - Homepage Hero Shot.
Primark steps up role of digital with launch of new website

Duncan is an award-winning editor with greater than 20 years expertise in journalism. Having launched his tech journalism profession as editor of Arabian Pc Information in Dubai, he has since edited an array of tech and digital advertising publications, together with Pc Enterprise Evaluate, TechWeekEurope, Figaro Digital, Digit and Advertising and marketing Gazette.

Primark has unveiled the newest stage in its digital technique with the launch of its new website.

Created to higher join the journey between looking out on-line after which purchasing in retailer, the brand new web site options 1000’s of merchandise from throughout Primark’s best-selling ranges, in addition to a recent design, enhanced navigation and a brand new function that enables clients to test inventory availability of their native retailer.

Launching first within the UK, earlier than rolling out to Primark’s 13 different markets within the coming months, the web site represents a shift within the function of digital throughout the enterprise and recognises the essential function on-line can play to help gross sales in retailer, because it seems to be to drive footfall and attain new clients.

Primark.com will showcase a considerably enhanced proportion of Primark’s product ranges, bringing them to life with extra imagery and higher product data. Product pages will home extra product data and higher imagery, with usually 3 to five pictures per product web page utilizing a mix of flat lay and mannequin imagery. Guests to the location will expertise higher search performance and product filtering, resembling by measurement and color, which can permit clients to take pleasure in a greater looking expertise.

As a part of its digital growth, Primark is trialling digital advertising to help the location. For the primary time it can seize buyer knowledge to ship extra personalised advertising as clients will be capable to create an account, signal as much as obtain common information from the enterprise and create a Wishlist of their favorite merchandise.

The brand new web site will outcome within the Primark model and its product ranges being far more seen on-line when persons are looking, because it seems to be to make current and potential clients extra conscious of what Primark can supply with the target of driving extra individuals into shops.

Matt Houston, group digital and technique director, Primark, stated: “This launch represents an necessary milestone for Primark shifting the way in which we’re utilizing digital to hook up with our shops. We all know that customers at the moment inform an enormous proportion of their clothes purchases by looking on-line. We see a major alternative to drive extra footfall and extra gross sales into our shops by upping our sport in digital and making certain that what we provide is extra seen on-line. The brand new web site provides us the chance to succeed in new clients who may not be entering into our shops now and tempt them with the nice merchandise and worth we provide.”

Andrew Brothers, CIO, Primark, stated: “We all know our new web site is one thing that our clients have needed to see from us for a while and we recognise we’ve moved later than most on this house. Nevertheless, that brings with it a chance as we’ve been capable of spend time understanding the function digital can play to reinforce our enterprise. The brand new web site is underpinned by a contemporary and versatile know-how structure to present our clients the perfect person expertise.

“There was a unbelievable crew behind this launch, which we’ve bolstered within the final six-12 months by attracting some superb expertise into our new Digital and Digitech features – which proceed to develop. This provides us the inspiration to carry our clients a frequently enhancing digital expertise within the months and years to come back.”

Alongside the inhouse Primark crew, EPAM Techniques has been the first design and know-how accomplice for the brand new web site construct. The brand new web site has been constructed utilizing innovative retail-focused know-how parts from a variety of digital resolution specialist suppliers together with Bloomreach, Amplience, commercetools, Microsoft and Salesforce. This modular strategy has enabled the fast improvement of the brand new web site and supplied a platform to allow Primark to scale its digital capabilities sooner or later. Publicis Groupe have been working because the lead digital advertising company.

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