Ever felt that you spend more time in Primark than any other high street store? Well, a Channel 5 documentary has now lifted the lid on why that might be the case, as reported by EssexLive.
Over the last 20 years, the fashion giant has arguably become the prime destination in city and town centres across the UK for shoppers looking for an affordable item of clothing or homeware. With the company's website only allowing its visitors to browse Primark's wares, it also means customers still have to physically step into a store to make their all-important purchases.
And there are a number of other subtly-implemented factors behind the countless hours our nation's bargain hunters spend in Primark. Speaking on the Primark: How Do They Do It? show, Dr Amna Khan - a consumer expert - argued that the Irish fashion retailer has deliberately created an environment designed to keep people in their shops for long periods.
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." Hairdressers, cafes and beauty studios have been introduced at some of Primark's bigger stores to help cultivate this ambiance.
This is, especially, the case at the company's flagship Birmingham branch, which boasts five floors spanning 160,000 sq ft of retail space, making it their biggest store in the world. As well as Dr Khan, the Channel 5 programme also interviewed a selection of Primark employees, consumer journalists and market consultants about the secrets behind the business' success with Jermaine Lapwood, head of Primark's innovation and future trends, adding 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." Paul Chilton, general manager at Primark Birmingham also declared: "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."
Consumer journalist Harry Wallop, meanwhile, pointed out: "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 cafe. 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 homeware, it's only £5, in it goes to your basket. If you can increase the dwell time you are on to a winning formula and you have justified the high expense of operating a high street store."
For more stories from where you live, visit InYourArea