Primark is looking to extend its trial of in-store order pickup to more stores and potentially to international markets, as confirmed by its CEO.
The popular fast fashion chain is currently testing in-store order pickup in 57 stores for its women’s and children’s clothing lines.
During the LIVE Retail Week x Grocer conference, Primark CEO Paul Marchant stated: “This trial complements our physical store strategy by attracting more customers to our stores. Customers are making online orders for pickup, and when they come in-store, they often make additional purchases.”
“We are considering expanding the trial to more stores and potentially entering new markets in the next phase of our in-store pickup strategy,” added Marchant.
However, the CEO pointed out that home delivery is not financially viable for Primark due to its low price points and fulfillment costs.
In September, Primark introduced in-store order pickup for women’s clothing in select stores across Greater London, the North West of England, and North Wales.
This initiative allowed customers at the discount retailer to order approximately 2,500 items for in-store pickup.
Image Source: fokke baarssen / Shutterstock
