Primark: should it open an online store?

 For quite some time, customers have been asking Primark to open an online store. With the lockdown, this demand has become even more urgent. Nonetheless, the management is set on its decision: it will not venture into the e-commerce world.

However, is it time for the fast-fashion retailer to venture into the digital world? An expert at a digital marketing agency talked about this topic. He advanced that despite the fact that it does not have an online store during the pandemic, Primark has been doing quite well. This shows that their strategy of offering low-priced products is approved by customers, especially during times when a lot of people have been impacted economically.

Nonetheless, he advanced that with the lockdown and since it seems that consumers will remain stuck at home for quite some time, it would be unwise for the firm not to consider joining the e-commerce world. He said that this will help “future proof their operations and supply chain, but also help defend their position against wider value outlets like JDSports and H&M”. With changes in the retail market, it is now more important than ever for Primark to adapt to customer changes. However, the brand has always been and “outlier” that has thrived in the high street when the sector is in a death spiral.

Primark does not have a digital store © Royalty-free image