The Click + Collect trial will be the first time customers will be able to buy online from Primark before collecting in their nominated store on their chosen day. This new service will offer customers more choice, greater convenience, and more reasons to visit their local high street, Primark said in a media release.

The trial brings together a wide range of Primark kids’ products, with customers able to shop up to 2,000 items across with hundreds of new items and ranges exclusive to Click + Collect. This includes essentials such as multipacks of bestselling products, as well as new items from Primark’s licence partners including Disney.

After browsing online and adding items to a virtual shopping basket, customers can choose a day to collect, up to seven days ahead, from their chosen store. Orders will be available for collection from two days after they have been placed. Customers will be able to collect their order from a dedicated Click + Collect desk and pay for any other items they have picked up in store.

The 25 stores offering the service range from large city centre and out-of-town stores to smaller high street locations. The stores include Manchester, Liverpool, Sheffield, Blackburn, Carlisle, and Wrexham. Customers of the smaller stores in the trial will benefit from access to ranges normally only found in larger flagship stores, and customers will have, on average, access to twice as many options than before.

With this trial, the company is also looking to minimise excess packaging on the product, using paper wrap bands wherever possible.

“We’re big fans of the high street and we believe passionately that a thriving local shopping area benefits everyone in the community. Our approach to online is all about supporting and complementing our stores, which will always be at the heart of our business.

“The trial offers the convenience of browsing and shopping from the comfort of your home, while also providing customers living near one of our smaller stores, like Wallasey, as big a range as on offer in a much larger store like Liverpool. Everyone, no matter their local store, will get access to lots of exclusive new products,” said Paul Marchant, Primark chief executive.

Fibre2Fashion News Desk (DP)