Peter Veash, CEO of The BIO Agency.
We all spoke too soon when Primark announced it would not be pursuing e-commerce last week, as trialling products through Asos is super smart. Primark is taking advantage of a highly established platform already in place with an already doting audience that plays right into Primark’s hands. How convenient for Primark that ASOS offers a brand experience that goes beyond one path to purchase and needless to say, their strategy has drawn a vast and loyal customer base. Distributing through a large site that’s already hugely successful with Primark’s target audience, means the retailer is not required to invest in developing e-commerce platforms and furthermore, spend time creating engagement from scratch with its target customers.
What’s more, ASOS and Primark are the perfect match, both famed for their cheap and stylish products aimed at young shoppers. As customers look to identify with a brand, low prices may no longer be enough to entice customers into the store. Digital needs to be at the heart of a business model and this is set to grow in significance with the roll-out of 4G next month, aiding shopping on-the-go to become even more speedy and convenient. This partnership, where Primark shadows ASOS, couldn’t be sweeter.