Primark has launched its first-ever mobile app in the UK to bring the ‘Primark experience’ directly into the hands of shoppers, driving increased convenience and personalisation within buying journeys.

Following launches in Ireland and Italy last year, the UK app is designed to make digital browsing and Click & Collect more convenient for customers.

“Our customers expect great value and an effortless shopping experience,” Kari Rodgers, UK Retail Director at Primark, said. “Our new app puts exactly that in the palm of their hand.”

Designed to complement in-store discovery, the app includes store locators, as well as a ‘Favourites feature’, which allows users to save top picks for their next visit. Additionally, it will support Primark’s Click & Collect service, which is available in all 189 UK stores, for enhanced convenience.

The app will also include layers of personalisation, with tailored notifications served to shoppers detailing new arrivals and the latest collection launches.

“Customers are increasingly turning to digital tools that make shopping easier and rewarding,” Matt Houston, Chief Customer & Digital Officer at Primark, added. “We’re confident our app will deliver an intuitive, personalised experience that’s been carefully designed to help them get the most out of every Primark visit.”

The retailer said the app launch follows its “steady” investment in digital, which has seen it grow its global social following to an audience of 25million alongside consistent website growth; 25% of people visiting the UK website now use its stock check feature.