Primark is strengthening its online presence in Spain

It’s Spain second best market for Primark and it affects their decisions. British company that owns the brand low priceAssociated British Foods, has just announced a new digital leap in the Spanish market with the opening of a platform that will enable its customers to see the availability of products, sizes and colors in their stores before they visit them. However, it is an intermediate step because, for now, won’t sell on the line.

The new website, which is coming to Spain after its success in the UK, will make it easier for users to find look “affordable” and better connect online search with in-store shopping. For this reason, customers will be able to check the stock status and available product sizes in physical stores on the web. The new website features thousands of products from Primark’s best-selling ranges.

This was announced by Carlos Inacio, general manager of Primark in Spain and Portugal: “We know that our customers like to come to our stores, but now we want to make it easier for them see what’s in store, displaying a much wider selection of our products on our website and thus creating a closer relationship. This will enable them to check the availability of stock at the nearest store before they visit it,” he explained.

The model applied by the low-cost textile company will be based on the ability to browse a wide catalog of items on the website and the nearest store where they are available for purchase. The selection affects your fashion, home, lifestyle or beauty collections. Customers will also be able to create an account and gain access to the new feature “Wish list” which will allow them to select and save their favorite products for later, as well as select a store to browse the web and subscribe to newsletter to receive the latest news from Primark and previews of new collections.

Until now, Primark has resisted making the final leap into the digital world. However, the pandemic changed the positioning of the Irish chain, which was largely influenced by the fact that it did not offer its customers the option of online shopping as other brands did.

that policy of street level sales only based on profitability, ensured the management of the company, since its business model is based on this low prices and low margins. He now intends to expand this new channel of digital customer contact to more markets in the coming months. In fact, the company is testing various services related to the development of its digital platforms to improve the experience of its users. In addition to the portal it has now launched in Spain, Primark is running a Click & Collect test in the UK, which is very limited for now and should expand to more stores and categories before moving on to new countries.

The British company expects to recover this year’s pre-covid sales figures, which were close to 1,300 million euros. It is also planned to open eight new facilities in Spain between this year and 2024, with an investment of 100 million euros. The total will already exceed 60 centers, and the expectation is that they will reach 100 in the Spanish territory.