Primark is to allow shoppers to check stock availability in stores, following a relaunch of its website.
Although the company has said that home delivery isn’t an option for its value-based business the ability for customers to check instore stock should improve the customer experience.
Primark has improved design and navigation on the site, with the addition of more product information, better imagery and improved search and filtering functionality, as well as adding the stock checker facility.
It says the website will also provide its widest range ever for customers to browse online with a virtual shop window allowing customers to explore what awaits instore. The new website has launched in the UK first but will roll out to Primark’s 13 other markets later by the end of September.
Primark’s chief executive Paul Marchant said the changes marked “a shift in the role of digital at Primark. He said: “We know our customers love the experience of shopping with Primark and the surprises they pick up when they come into our stores. However, we know that they also want to browse the latest collections online and be able to check availability, which is what our new website makes possible for the first time. The new site also gives us a great opportunity to reach a whole new set of customers, enabling us to showcase the great range of products we offer when they’re browsing online to help tempt them into our stores.”
Additional features will be rolled out over the coming months. These will include a customer account and log-in function, a newsletter and the ability to create a ‘Wishlist’ of favourite products.