Clothing retailer Primark is set to expand its click & collect trial into more stores and possibly to markets beyond Britain, according to its CEO.
Unlike many of its competitors, Primark does not currently provide home delivery services. However, the company is experimenting with a click & collect service for kidswear and womenswear in 57 of its stores.
CEO Paul Marchant told the LIVE Retail Week x Grocer conference the trial was going “really well”.
“It plays into our bricks and mortar strategy because it is driving more customers to the stores. They’re filling a big basket online to collect, when they come into store they’re then adding a second basket,” he said.
“I’d like to think that the next stage of communication around click & collect is that we’re looking to expand that trial into more stores, maybe even more markets.”
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Marchant emphasized that, due to Primark’s low average selling price and the expenses associated with fulfillment, the economic feasibility of home delivery still does not align with the company’s strategy.
Primark, a subsidiary of Associated British Foods, presently operates in more than 400 stores across 16 European countries and the United States. The company aims to expand its presence to 530 stores by the end of 2026.
Marchant expressed that ultimately, Primark aims to establish a presence on additional continents.
“Why wouldn’t Primark be a proposition that would appeal to consumers in … South East Asia, or the Middle East, or India, South America, Central America,” he said.
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