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Thursday, June 30, 2022

Primark, closer to the sale ‘online’

For the first time in its history, Primark is testing sales over the internet. The company Associated British Foods (owner of the clothing chain) announced this Monday in the presentation of its results for the last quarter. For now, it will focus on exploring the field through one of its most profitable sectors, children’s fashion, and only in 25 stores in the north of England. Specifically, they will launch a section on their website with 2,000 products that can be purchased through the portal, but that will still have to be picked up at physical stores. It is a first step for a brand that until now had resisted tooth and nail to enter the electronic sales channel. But the pandemic that changed everything hit its business hard: when lockdowns closed all stores in Europe, the company suffered the setback more strongly than its competitors, who took refuge in digital sales. Now it is shipping again at almost the same frenetic pace as it did before the arrival of the coronavirus. In its last fiscal quarter, it registered sales of 1,727 million pounds (about 2,000 million euros), which is 81% more than the period of the previous year, when it still had premises with restrictions. Even so, the figure remains 9% away from the volume it moved before the pandemic. The low-cost brand is committed to digital, at least to test what the answer would be, after a spectacular first approach last April that consisted of renewing its website. The simple redesign, which allowed customers in the UK to check the availability of products in the store, boosted traffic to the website by 60%, demonstrating that there is ample demand at the click of a button.

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– Article Written By @S MODA from https://smoda.elpais.com/moda/primark-cada-vez-mas-cerca-de-la-venta-online/

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