Primark has begun trialling an online shopping service in England, allowing shoppers to access collections online, and then click-and-collect orders in-store. The service, which is only currently available for childrenswear, baby and nursey, launched on November 14th.
Never forget those queues outside Primark’s London flagship following the lifting of lockdown one. They snaked up and around Oxford Street, and for good reason: since the brand infamously had no online presence, heading to the store once they reopened was the only way to secure the goods. Since then, it has rethought its store-only strategy, which has been in place since its 1969 launch.
What do we know about Primark’s new click-and-collect service?
Click-and-collect will change the game. Rather than rummaging around and then asking at least four Primark staffers for directions, shoppers will be able to browse over 2,000 options from the comfort of their sofas. If your local store is a smaller one, the new online service means you can access more of the brands offering without trekking to a flagship.
When can I start online shopping at Primark?
Currently, you can click and collect childrenswear, baby and nursery items. The service will roll out in 25 stores across northwest England.
What will I be able to click-and-collect?
Primark will start with a childrenswear offering first, and here’s hoping if it performs well, womenswear will be next.
The service is another way to get shoppers into store and buying more products, too. if you’re anything like me, you’ll know click-and-collect is a dangerous game. How often have you stood in the Zara queue to collect an order, only to be tempted by a coloured blazer hanging nearby?
Will Primark offer home delivery?
No, is the short answer. Primark has stated in the past that it would have to drastically increase clothing prices in order to meet the cost of home delivery and returns. Processing returns in its warehouse would be costly and time-consuming, too, so it’s only foray into online shopping will be click-and-collect, but we’ll keep you updated.
What’s it like shopping in Primark in-store?
Any Primark fan knows that if you’re heading in-store, even with a clear plan to restock on beauty blenders, cute pyjamas or designer-esque candles only, it’s a scene.
They’re notoriously busy no matter what time of the day you pop in, and there’s a high chance you’ll have to queue – and that’s after you’ve navigated all of the floors, resisted temptation to buy dozens of pairs of socks and found what you actually went in there for. But it’s been the only option.
What is Primark’s current online offering like?
Currently, Primark’s ‘website’ is a tease. While shoppers can browse the current collections and check prices, the only option after that is to check in-store availability, then head there in the hopes it’s still in stock. It’s a risk, especially since we know each store stocks hundreds of thousands of items and sells just as many each day.
Having been forced to close stores over various UK lockdowns in 2020, its profits suffered massively: the brand reported over £1.1bn in losses. By making a significant move into online shopping, it’s securing its future while giving us shoppers what we want. One thing’s for sure: our e-baskets are ready. Watch this space…