Primark’s click-and-collect website, which launched today, crashed as customers flocked to the site.
Owned by Associated British Foods PLC (LSE:ABF), Primark initiated the trial in 25 stores in north-west England, Yorkshire and north Wales for children’s products.
In a statement, Primark said it was “working hard to address this to ensure that everyone can access and browse the site easily.”
"We're massive fans of bricks and mortar. We believe in stores and we believe in the High Street. We think click-and-collect is the right proposition," said chief executive Paul Marchant in a BBC interview.
Primark’s lack of online offering saw it suffer during pandemic, losing more than £1bn in sales.
In comparison, competitors Marks and Spencer and Next were able to continue to operate through the lockdown via online deliveries.
Customers will be able to shop from the comfort of their homes and collect in-store, a move Primark hopes will drive higher footfall and lead to incremental sales in its shops.
Moreover, Primark promises more variety online, with up to 40% of items exclusively available via click & collect, including baby cots, which currently aren’t sold in store due to space.
It’s a “win-win”, according to Laura Hoy, analyst at Hargreaves Lansdown.
“It appeals to customers who are keen to shop online, but it also encourages those who use the service to visit the stores, perhaps increasing the potential for impulse buys.”
“The cherry on the top is the ability to make shopping more accessible without taking on last-mile delivery charges, which tend to stack up once shoppers are accustomed to having items dropped at their doorsteps.”
However, analysts believe that the group will not expand into online deliveries.
Neil Wilson, an analyst at Markets.com said “ticket prices are too low,” and that “returns would be a nightmare” - ASOS’s woes are an excellent case study into how exuberant returns can undermine ‘fast fashion’.