Primark, a popular fast-fashion retailer, has managed to thrive in a market dominated by online shopping through its unique approach to customer experience. Despite the rise of e-commerce, Primark has traditionally avoided selling its products online, instead focusing on creating an engaging in-store experience. This strategy includes offering amenities like beauty salons, Disney cafes, and even in-store barbers to make visiting their stores a worthwhile experience

Recently, Primark has introduced a click-and-collect service in select stores across England and North Wales. This service allows customers to order a wide range of products, including women’s, men’s, kids’, baby, and home items, online and collect them in-store. This approach helps maintain footfall in physical stores while providing the convenience of online shopping. The click-and-collect service is free with a minimum order value of £10 and allows customers to pick up their orders at designated collection points

Primark’s decision to avoid full online sales is partly due to the high costs associated with shipping and returns, which could impact their profit margins given the price-sensitive nature of their customers. By keeping the shopping experience largely in-store, Primark can maintain its competitive pricing and encourage customers to browse and purchase additional items while collecting their orders

Overall, Primark’s blend of traditional retail with selective online services has helped the brand stay relevant and attractive to customers who value the in-store shopping experience.