Primark is looking to expand its click-and-collect trial across further stores, with the possibility of launching the service to markets outside Britain, its CEO has confirmed.
The fast fashion chain is currently trialling click-and-collect across 57 stores, for its womenswear and kidswear products.
Speaking at the LIVE Retail Week x Grocer conference, Primark CEO Paul Marchant said: “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.
“I’d like to think that the next stage of communication around click-and-collect is that we’re looking to expand that trial into more stores, maybe even more markets.”
Subscribe to Retail Gazette for free
Sign up here to get the latest news straight into your inbox each morning
However, the CEO insisted that home delivery still did not make sense for the brand financially, due to its low average selling price and costs of fulfillment.
Primark initially extended its click-and-collect trial to include womenswear in September, with stores participating in the trial stretching across Greater London and the North West of England and North Wales.
The move allowed customers at the discount retailer to shop for roughly 2,500 items via click-and-collect.
Click here to sign up to Retail Gazette‘s free daily email newsletter
