Primark Launches First Customer Mobile App In Ireland And Italy
Primark has launched its first-ever customer-facing mobile app, bringing the full Primark experience directly into customers’ pockets. The app is now live in Ireland and Italy, with a wider rollout planned across other markets, including the UK, over the next 18 months.
The bespoke app allows customers to browse products, check real-time in-store stock availability, save favourites, explore the latest trends, and use a store locator to plan visits. Users can also opt for personalised notifications on new arrivals, collection launches and exclusive updates.
The launch follows a three-year revamp of Primark’s websites across all 17 markets and is part of the retailer’s ongoing investment in digital tools to complement its in-store offering.
By debuting in two distinct markets — Ireland, where Primark enjoys a loyal customer base, and Italy, a growing market — the retailer aims to “test and learn” how shoppers interact with the app in different retail environments, refining the experience ahead of further launches.
“This launch is an important step in our ongoing digital investment,” said Matt Houston, Chief Customer and Digital Officer. “We know our customers increasingly start their shopping journey online, and the app gives them the tools to do that in a more intuitive, personalised way. By launching in two very different markets, we’re able to test at scale, refine the experience and shape the roadmap based on real customer behaviour.”
The move builds on Primark’s wider digital push, including the completion of its Click & Collect rollout across all Great Britain stores earlier this year and the availability of its online Stock Checker tool in multiple markets.
