Primark. Last to the revolution.
Primark does £9.4 billion a year without an online shop, advertising or anything digital until this month. Going online would have killed everything that made it work.
THE GIST ON PRIMARK: "No Returns"
How does Primark make £9.4 billion without a webshop?
Primark has done £9.4 billion a year in revenue without an online shop, advertising or anything digital until this month. This month it launched its first UK app, but all you can do is check stock and pick up in store. That's it.
That is their version of going digital.
Why not just sell online?
The prices only work because Primark doesn't pay for any of the stuff that comes with selling online. Add delivery and a three pound t-shirt sells for nine quid, which basically makes you H&M.
And a three pound t-shirt on a screen looks like Shein. In a store, it feels like you've robbed a place. The price and the store are inextricably bound.
What happened to everyone else?
Every other retailer spent billions on e-commerce. Primark spent nothing. No warehouses, no delivery, which kept prices low, which brought more customers through the door, which meant more stores.
Debenhams, dead. Topshop, dead. House of Fraser, dead. Primark, didn't. 450 stores across 17 countries.
Is first always best?
Every industry celebrates the first mover. But Primark proves the best place to be during a revolution might be at the back. Everyone who rushed online paid for that mistake, and Primark got to learn from them for free.
Would you shop Primark online?
Your take. One tap, then see how everyone else voted.
Quick answers
Does Primark sell online?
Not really. Its new UK app lets you check stock and pick up in store, and that is its version of going digital.
Why can't Primark just sell online?
Its prices only work without the cost of delivery. Add it and a three pound t-shirt costs nine quid.
How big is Primark?
£9.4 billion a year in revenue, with 450 stores across 17 countries.
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