Click and Collect move makes sense for Primark

Click and Collect move makes sense for Primark

Recent media reports have suggested that Primark is pondering a Click and Collect option.

This would be an interesting move for the value focused fashion retailer, bearing in mind that it previously unsuccessfully trialled e-commerce with Asos. However, a Click and Collect offering suits its focus on a physical store experience, according to James Dye, UK Business Director at commercetools. 

Click and Collect enables the convenience of e-commerce, while not cannibalising store sales. In fact, it does the opposite, driving traffic to stores without setting a precedent of free online returns, he argues. It’s also the perfect timing for Primark to trial this from a technology perspective. 

“This is because it gives the retailer the opportunity to avoid the drawbacks of monolithic legacy systems and leapfrog into an API-first, cloud-native approach to commerce, utilising platforms built for this type of omnichannel interaction that meet high demands consumers expect,” Dye adds.

“In an API-first world, it’s as easy for a retailer to offer online shoppers access to in-store stock levels as it is to fulfilment centre stock, increasing consumer choice and availability. Equally, it’s just as easy to send orders to a colleague’s pick-from-store device, which can then notify customers as soon as their order is picked and ready for collection.”

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