Primark is poised to launch an online click & collect trial, its first step towards online shopping.
Currently, the fashion retailer‘s online presence online is a popular non-transactional website, however it will begin offering click & collect on children’s products towards the end of the year from up to 25 stores in the northwest of England.
Primark has decided to trial children’s products as it believes it has the potential to “satisfy unfulfilled demand.”
The retailer hopes that the move will help to drive higher footfall, from both existing and new customers, and incremental sales in stores as the cost of living pinches consumers.
The service will offer 2,000 options across clothing, accessories and lifestyle products, with around 40% of these options being exclusive to click-and-collect customers.
“The expansion of the offering will be particularly attractive for our customers who do not regularly shop in our larger stores,” The retailer said.
“Our average size stores are only able to stock a limited range and for these customers the number of options available to them will broadly double, increasing even more for customers of our small stores.”
“This trial will enable us to provide more fashion, licence and lifestyle products to more customers and more often.”
Selected click & collect stores will house designated collection zones in the heart of the shop.
Click-and-collect will be free for customers and returns will also be accepted free of change in stores.
All click & collect orders will be processed and dispatched to store from a dedicated UK distribution centre.
To begin with, picking and packing will be carried out manually during the trial however the retailer plans to automate the process in the future.