Primark’s strong shopkeeping skills helped draw customers to its stores despite the tough conditions afflicting many retail locations following the coronavirus outbreak.
Primark, which does not trade online, reported that in recent weeks, UK market data for sales in all channels showed the retailer achieved its “highest ever value and volume shares for this time of year”.
That was achieved in part by executional prowess in-store, which has enabled Primark to operate efficiently while keeping customers safe, finance director of parent company ABF John Bason told Retail Week.
Primark said its “value-for-money offering and a welcoming and safe store environment” enabled it to ring up sales anticipated to reach £2bn by year-end in the period since reopening, delivering an adjusted operating profit “at least at the top end” of the £300m to £350m guidance.
Bason said Primark has made in-store changes such as installing more till dividers in its 250 busiest branches, allowing more tills to be opened and cutting customer queues.
He said: “We’re becoming more used to, and more inventive in, applying safety measures to contain the virus. The tills are a good example.”
He said ensuring stores’ appeal during continuing uncertainty was about “best-in-class practice and a welcoming environment with everything clean and well maintained.”
Primark’s city centre flagships – two in London’s West End, in Birmingham and on Manchester’s Piccadilly Gardens – are feeling the effect of lower footfall more than stores in other locations.
Primark’s sales since reopening are down 12% like for like, but excluding these four destination stores, the fall is 5%.
Bason was confident city centres would eventually recover. He said: “Instead of snapping back, it will take time. They’ll gradually come back.”
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