Primark in your pocket: Retailer to roll out first customer mobile app

• Plan to roll out more widely to other markets over the next 18 months.

Primark is rolling out a new customer-facing mobile app, the first time it has launched a bespoke app that will allow customers to browse a wide range of products and check in-store stock availability as well as stay up to date with the latest Primark products and collections.

Ireland and Italy are the first two countries to launch the app, with customers in those markets able to download from today. The news builds on the roll out of the new and improved Primark websites across all 17 Primark markets over the last three years, as the business continues to harness the power of digital to support its stores and bring the best of Primark to more people.

The app brings the full Primark experience directly into customers’ pockets, offering a convenient and engaging new way to connect with the brand. Customers can explore Primark’s latest trends and style inspiration, check stock availability in their local store in real time, save curated favourites, and use a built-in store locator to plan their visits. They can also opt-in for personalised notifications to stay up to date on the latest arrivals, collection launches and exclusive updates. Designed to meet growing expectations for mobile-enabled convenience, it offers a seamless experience that complements Primark’s much-loved in-store shopping.

Launching in two very different markets — Ireland, where Primark has a loyal and highly engaged customer base, and Italy, a growing market for the brand — will enable the business to test and learn how customers interact with the app in different retail environments. Insights from both markets will inform further development ahead of future launches, including the UK, which are planned within the next 18 months.

Matt Houston, Chief Customer and Digital Officer said: “This launch is an important step in our ongoing digital investment as we harness the power of digital to complement our stores and offer our customers a more seamless browsing and shopping experience. We know our customers increasingly start their shopping journey online, whether that’s checking what’s new or planning a visit, and the app gives them the tools to do that in a more intuitive, personalised way. By launching in two very different markets, we’re able to test at scale, refine the experience, and build a roadmap that’s shaped by real customer behaviour. That insight will be critical as we evolve the app and prepare to bring it to customers in other markets.”

Primark has been steadily investing in its digital capabilities as it works to meet customers where they are. Earlier this year, it announced the completion of the rollout of its popular Click & Collect service to all stores across Great Britain, giving all customers access to Primark’s full ranges at the touch of a button. Across other markets, customers can already check in-store availability of their favourite products using the Stock Checker tool on its website.

Customers in Italy and Ireland can download the app now by visiting the Apple Store or Google Play Store and searching Primark/Penneys.