For Primark, adopting digital is not to abandon retail, but to increase footfall to stores through detailed customer data, improved efficiency and more memorable experiences. MACH architecture has propelled Primark’s digital customer interactions, enabling the brand to launch click and collect, bringing more customers in-store with every digital launch. 

In this masterclass, Peter Robinson, Head of Channels Transformation Technology at Primark,  and Martyn Watkins, VP Strategic Accounts at Fluent Commerce, discuss:

• How Primark embraced digital transformation to improve customer experience and ease of shopping
• The approach Primark took to choose the right solutions
• How Click & Collect created incremental sales and profit potential

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