Primark has launched its first mobile app, bringing a new way for customers to engage with the brand digitally, aimed at meeting shoppers’ growing expectations for mobile-enabled convenience.

Designed to bring the “full Primark experience directly into customers’ pockets”, the app allows shoppers to browse products and check real-time in-store stock availability. Customers can also explore Primark’s latest trends and style inspiration, save curated favourites and use a built-in store locator to plan visits.

“This launch is an important step in our ongoing digital investment as we harness the power of digital to complement our stores and offer our customers a more seamless browsing and shopping experience,” Matt Houston, Chief Customer & Digital Officer at Primark, commented.

“We know our customers increasingly start their shopping journey online, whether that’s checking what’s new or planning a visit and the app gives them the tools to do that in a more intuitive, personalised way,” Houston added.

Ireland – where the retailer already has a loyal and engaged customer base – and Italy – a growing market for the brand – are the first two countries to go live with app. Primark will use insights from customers interactions across both markets to inform further development of the app ahead of future launches in additional markets, including the UK, which are earmarked to go live within the next 18months.

“By launching in two very different markets, we’re able to test at scale, refine the experience and build a roadmap that’s shaped by real customer behaviour,” said Houston. “That insight will be critical as we evolve the app and prepare to bring it to customers in other markets.”

The launch of the mobile app builds on the rollout of new websites across 17 Primark markets over the last three years, as the business continues to leverage digital to support its stores. Earlier this year, it announced the completion of the rollout of its Click & Collect service to all its UK stores, furthering its omnichannel capabilities.