Primark sets an example for the future of retailDigital Editor
As someone who had previously only been in a Primark store once, I wasn’t quite sure what to expect when visiting its newly opened flagship on Tottenham Court Road. I expected a bland white box, but was pleasantly surprised.
The first thing that hit me when walking in was the sheer size of the store; 82,400 square feet stretching over four floors makes it the fifth largest outlet in the UK.
But that’s not all. It has space for 2,500 shoppers, contains 111 tills and 92 fitting rooms, it has 10 stock deliveries per day and, on average, 120 workers on site at a time.
Despite the size, it’s surprisingly easy to navigate, with signs, tills and fitting rooms scattered throughout. And if you’re lost, an interactive map display is able to help.
One thing that caught my attention was the many LED-screens showing promotional videos. In addition to the smaller screens, there was also a giant one covering an entire wall. This is a fun way of reminding shoppers of the current trends and what items are available in-store, rather than simply displaying clothing on a mannequin.
Another thing that caught my eye was the strategically placed scrolling displays, encouraging shoppers to head to Primark’s Facebook page and ‘like’ it. Social media plays a key role in helping retailers reach out to their customers and this is an excellent way of encouraging interaction.
In addition to these features, there’s also a “trend room” where the exposed brick walls have been sprayed black and a faux tube station where shoppers can have a rest before continuing their quest for bargains.
Although I don’t think the store is quite Selfridges, it definitely shows that affordable fashion can be presented in a fun and forward-thinking way. This isn’t just a nicely fitted out store, but one with surprising and unique details that are likely to keep shoppers entertained for hours.
Merete Svendsen, Account Executive