Primark has today launched a flashy new website, which lets shoppers check the stock numbers of any selected item in their local high-street branch.
The fashionistas have also promised online shoppers their biggest-ever range of goods to browse from in the comfort of their own home, instead of flooding the shops to look for new threads.
And the new website in-turn also features a much larger selection of clothes and homeware - with updated photos of garments both off and on - The Mirror reports.
Read more: See huge queue outside Newcastle's Primark as shoppers rush to buy Greggs clothing range
Shoppers can also now browse Primark items by style, colour and size. And although Primark still does not offer home delivery, people using the new website can also check if the item they want is available in a store near them.
The website will use a traffic light system to do this. If an item has a green light, it is in stock. Orange means there are a few left, while red means it's sold out but will be returning. A grey light means the item is not stocked in a particular store.
The new online portal gives shoppers more details on Primark clothing, including information on fabric and materials, as well as care instructions.
The new website is meant to 'better connect the journey between searching online and then shopping in store', Primark announced on Thursday morning.
Primark Chief Executive, Paul Marchant, said: "We know our customers love the experience of shopping with Primark and the surprises they pick up when they come into our stores – it’s what makes Primark special.
"However, we know that they also want to browse the latest collections online and be able to check availability, which is what our new website makes possible for the first time."
Primark said the next steps for the website are customer accounts and a log-in function, as well as being able to create a wishlist of favourite products. It will soon be launching a newsletter so that Primark fans can stay informed of new clothes and other big updates.
The UK is the first country to get the new Primark website, ahead of 13 other nations.
Last month The Mirror reported that Primark could soon launch a 'click and collect' shopping option that would allow customers to order online for the first time, but the high street fashion chain stopped short of offering any glimmer of hope that home delivery could be on the horizon.
Primark has remained adamant that it won't start selling its clothing online, despite calls from shoppers during the coronavirus lockdown. The closure of non-essential retail saw Primark stores temporarily closed for months at a time - with its sales dropping to £650million sales a month to £0 due to no online revenue.
In its latest financial update, published in January 2021, Primark said it will axe 400 shop floor jobs this year as part of an overhaul of its retail management team. The retailer had warned sales at the time were 5% lower than pre-Covid levels in the same period two years ago. Like-for-like sales were 11% below.
