Primark enlists EPAM Systems for new website launch
Primark has unveiled a new website, featuring thousands of products from across its ranges, as well as a fresh design, enhanced navigation and a new feature that allows customers to check stock availability in their local store.
This is launching first in the UK, before rolling out to Primark’s 13 other markets in the coming months.
Alongside the retailer’s in-house team, EPAM Systems has been the primary design and technology partner for the project.
The site has been built using technology components from a number of digital solution suppliers including Bloomreach, Amplience, commercetools, Microsoft and Salesforce.
As part of its digital expansion, Primark is trialling digital marketing to support the initiative.
For the first time it will capture customer data to “deliver more personalised marketing as customers will be able to create an account, sign up to receive regular news from the business and create a Wishlist of their favourite products”.
Matt Houston, Group Digital and Strategy Director, Primark, says: “This launch represents an important milestone for Primark shifting the way we’re using digital to connect to our stores.”
“We know that consumers today inform a huge proportion of their clothing purchases by browsing online. We see a significant opportunity to drive more footfall and more sales into our stores by upping our game in digital and ensuring that what we offer is more visible online.”
“The new website gives us the opportunity to reach new customers who might not be stepping into our stores now and tempt them with the great products and value we offer.”
Andrew Brothers, Chief Information Officer, Primark, says: “We know our new website is something that our customers have wanted to see from us for some time and we recognise we’ve moved later than most in this space.”
“However, that brings with it an opportunity as we’ve been able to spend time understanding the role digital can play to enhance our business.”
“The new site is underpinned by a modern and flexible technology architecture to give our customers the very best user experience.”
“There has been a fantastic team behind this launch, which we’ve bolstered in the last six to 12 months by attracting some amazing talent into our new digital and digitech functions – which continue to grow.”
“This gives us the foundation to bring our customers a continually improving digital experience in the months and years to come.”
