A consumer expert has revealed how high-street fashion giant Primark 'tricks' shoppers into spending more cash.
The hugely popular retailer is renowned for its brilliant bargains across clothing, homeware, and merchandise. And many customers find it nearly impossible to browse the store without leaving with huge hauls - sometimes hours after stepping through its doors.
With Primark's website only allowing customers to browse and not buy, heading to the store is the only option. But there might be a reason shoppers spend so much time in Primark once they are there.
Read more: Newcastle ranked one of the most dangerous UK cities for cyclists in new study
Consumer expert Dr Amna Khan has claimed that Primark creates an experience for the customer that makes people want to stay there for longer, Essex Live reports.
Amna spoke on Channel 5's new documentary Primark: How Do They Do It?. The programme takes a deep dive into Primark and the secrets behind the brand's success, speaking to marketing consultants, consumer journalists, and Primark employees.
She said: "A destination store creates an experience for the consumer, almost like going to a theme park where all your senses are activated, and you want to stay there for longer."
On the show, it's explained that Primark often buys large retail spaces to add experiences like beauty studios, barbers and cafes. This is true of its Birmingham branch which spans over 160,000 feet, is spread over a whopping five floors, and is officially the biggest store in the world.
Consumer journalist, Harry Wallop, said: "There's a phrase used in the retail industry called 'dwell time'.
"You don't want people to just to come in, buy an item and leave. You want someone to come in, look for the item, think 'that looks like a nice café. I'll stop there, I'll have a coffee and a bun, I'll then buy something else.
"On the way you spot another bit of homewares, it's only £5, in it goes to your basket."
He added: "If you can increase the dwell time you are onto a winning formula and you have justified the high expense of operating a high street store."
Head of Primark's Innovation and Future trends, Jermaine Lapwood, added of the Birmingham store: "You name it, we do it all here. We want people to explore all the amazing products that we have to offer. But at the same time, we don't want them to be inconvenienced.
"If they want to get a coffee or if the kids are starting to get frustrated, they can pop up to our own Disney cafe."
General manager at Primark Birmingham, Paul Chittim, said: "There are companies that run coach trips and holiday weekend trips with the sole intention of visiting Primark Birmingham.
“The coaches pull up here and you see dozens and dozens of people walk into the store picking up the shopping trolleys and then you see them throughout the day just absolutely filling them up, it's quite a sight to be honest with you."
Read next:
