RTIH puts Primark Click and Collect service to the test as omnichannel retailer expands offering across its stores

RTIH’s very own secret shopper tries out Primark’s Click and Collect service, which will expand to all of the retailer’s 184 stores in Great Britain by the end of 2025, following an 18-month trial.

As someone who loves the thrill of finding a great bargain at Primark, I was particularly excited to try out their Click and Collect service.

Like many others, I often find myself frustrated when the perfect item I’ve seen on TikTok or imagined for my wardrobe is either out of stock in my size or simply not available in-store.

So, when I heard about Primark’s Click and Collect option, I jumped at the chance to give it a go.

My journey began with a specific mission: to get my hands on a jumper I’d been eyeing for weeks.

While adding the jumper to my basket, I naturally took the opportunity to browse through Primark’s online Click and Collect offerings. To my delight, its website showcased a wide range of items, making it hard to resist adding a few more pieces to my order.

One of the standout features of the Click and Collect service is its affordability.

With a minimum order of just £10 and no delivery fee, it’s an incredibly cost-effective way to shop online. It is a refreshing change from many other retailers who often charge steep delivery fees or require high minimum orders for free shipping.

The ordering process itself was straightforward and user-friendly. I appreciated the convenience of being able to choose a collection day that suited my schedule.

After placing my order, I received an immediate confirmation email, which reassured me that everything was in motion. Just two days later, I got another email informing me that my order was ready for collection. The efficiency of this service was impressive.

However, the real test came when it was time to pick up my order. Upon arriving at the store, I found myself a bit disoriented. There was no prominent signage directing me to the Click and Collect area. After a few moments of confusion, I approached a friendly staff member who guided me to the correct location.

I had to go up two floors and head towards the back of the store. Although I eventually spotted a small sign near the escalators indicating the floor for Click and Collect, it wasn’t particularly noticeable and could easily be missed.

Reaching the designated floor, I noticed that the section was tucked away at the back of the store. Despite its somewhat hidden location, once I arrived, the area was clearly marked.

The collection process itself was incredibly efficient. I simply scanned the barcode from the email I had received, and within moments, my order was handed to me. The entire transaction, once I found the right spot, took less than a minute.

Reflecting on the overall experience, I’d say that despite the minor hiccup of locating the relevant area, the service was smooth and hassle free.

The initial navigation issues could be easily resolved with better signage, making the process more intuitive for customers. Once in the right place, the efficiency and speed of the service were commendable.

Primark’s Click and Collect service truly enhances the shopping experience, blending the convenience of online shopping with the immediate gratification of in-store collection. It eliminates the frustration of missing out on popular items and ensures that what you want is available when you need it.

The offering is a perfect solution for those, like me, who appreciate Primark’s affordable fashion but sometimes struggle with in-store availability.

Overall, I would rate my experience a solid four out of five stars. It’s a fantastic addition to the retailer’s service offering, providing a seamless and efficient shopping experience. With a few improvements in signage and navigation, it could easily become a five star service.

For now, I’m just thrilled to have my coveted jumper and a few unexpected extras, all without the usual in-store hunt. Primark, you’ve won me over with this one!