Primark's customers insight

Hi my dear readers !

Today, it’s MY day ! I have finally I left my comfortable shelf from the Marseille’s Primark and now i’m live from the Primark’s bag.

I can’t wait to arrive at my new home with my new friend who has just bought me, Alexandra, a twenty-years-old young women, and speak with her about her feelings and thoughts about my mother brand.

Here is the interesting part of our chat: 

Alexandra : « Hello my new panty !!! I’m so lucky to find you in the Primark shop and so happy that my mum has bought you for me.»

Sandra : «  Hello Alexandra, I’m so happy that you have found what you were looking for in the Marseille’s shop ans especially me.

How was your shopping time ? Did you mother enjoy it as well at Primark ? »

Alexandra : «  My shopping time was very nice ! We decided to go to the shop in the morning because in the afternoon and more precisely during the weekend, the shop is so crowded and a kind of mess. I know that my mother doesn’t like mess. We both found several items : my mom has bought some cushions for the sofa and christmas’ decoration  and me, I have chosen you, one small bag and funny socks. »

Sandra : « Oh lovely, it’s almost Christmas, I love this period, shops are always full of people who are looking for gifts or decoration items. And there are plenty of it in shops. What do you think about the first french Primark shop ? »

Alexandra : « I was very excited like ever time I go to this shop because I always find something to buy and it’s not expensive so I can buy a lot of items (incidentally, you can take big shop bag to carry all your stuffs during your shopping time). But I think despite the fact that there are a lot of people who are working in this shop, it’s complicated to speak with them and you have to make shopping on your own, not relying on somebody's help and assistance. »

Sandra : « Really, can you explain me more ? »

Alexandra : «  Yes of course. My mum was looking for a special thing and she asked a young girl. That girl didn’t stop walking, she just showed the area where we could find the item : in fact, there is no special help, only quick indications. My mom, for sure, wasn’t so enthusiastic about the young girl’s behavior. For me, it’s different, I prefer to look around.»

Sandra : «  I’m sorry for that ! But at least you have found beautiful and cheap articles. Thanks for answering to all my questions Alexandra ! »

Like Alexandra said,customers in Primark buy on average 6 items per visit for about 30 euros. 

Primark keeps advertising and branding to an absolute minimum. Despite their size as a corporation they refuse to advertise themselves through adverts or the web, and only have the most basic and informative of websites. Their window displays and signage is minimal and informative, so as not to aim at any specific demographic. 

This results in all of Primark’s publicity coming solely from word of mouth. Consequently the image of Primark is in the hands of the public, which has worked partly in their favour. The name frequently hits headlines in news stories, but this image of Primark is one of incredibly low prices, hand in hand with incredibly low quality. When a customer buys a product they are pleased with from Primark it is often met with a surprised reaction at the source of the product, as Primark is a brand not proudly boasted about. This is echoed by the store itself, branding all of its clothing ranges completely separately from the Primark name. To break such an image would require funds and effort Primark would rather not spend, to alter a market position they’re already perfectly comfortable in.

Readers, I hope you enjoyed this little chat with my new friend Alexandra.

Many thanks to my friend Laurence P who has helpe me with this article.

Have a good evening

See you very soon :)

Sandra

Sources :

http://www.kantarworldpanel.com/fr/A-la-une/primark2014
https://brandingfolk.wordpress.com/2012/09/21/35/

Primark's shop experience in Marseille