Overview

• The app went live in Italy and Ireland on August 5 with tools for browsing products, checking in-store stock levels, saving items and locating nearby stores
• Users can download the free app on Apple App Store or Google Play by searching for “Primark” or “Penneys”
• Matt Houston, Primark’s chief customer and digital officer, said the app offers a more intuitive and personalized way to start shopping journeys online
• Data from the pilot will inform feature enhancements and user experience ahead of a launch across England, Wales, Scotland and Northern Ireland within 18 months
• This app rollout builds on Primark’s recent digital moves, including website upgrades and the full click & collect deployment in Great Britain earlier this year