GB: Primark to launch new click-and-collect trial – How do its customers typically shop?

Primark has announced its maiden click-and-collect trial service, for its kids’ range, which will run in 25 of its stores before the end of this year. Revealed first in June 2022, the trial will run in a mix of large city centre, out-of-town and smaller high street stores.

How do Primark’s customers shop currently?

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics – Primark customers (84%) are more likely than general Britons (75%) to browse online to check for product availability. While 44% of Primark consumers both see products online and buy them while they’re browsing, 38% of them see and buy products in-store.

But are there any customers that purchase through click-and-collect already?

Among Primark customers, 33% of them order something online and collect it from a store or other physical locations. This is 4% higher than the general population (29%) that uses the click-and-collect option.

With a third of Primark’s customers already used to a click-and-collect option, the retailer can at least be comfortable that it is tapping into a market that already exists among its customer-base.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally and weighted by age, gender, education, region, and race. Learn more about Profiles.