Fashion winner: Primark with Performics @ Starcom

The iconic retailer underwent its most ambitious digital transformation yet, with the Publicis agency creating a global runway to digital success.

This entry was chosen as a winner of the Performance Marketing World UK Awards 2023. View all the winners, coverage, photos and videos from the night in our special feature section here..

In the midst of a rapidly changing retail environment, renowned fashion retailer Primark embarked on an ambitious digital transformation. Historically focussed on in-store sales without an e-commerce footprint, Primark identified the risks of diminished online visibility, where it had the potential to lose valued customers to online competitors. This challenge was intensified further by the pressing need to enrich digital interactions and customer experiences.

Brought on to address Primark’s concerns, Performics @ Starcom launched a groundbreaking new website. This innovative platform possessed improved functionalities such as a comprehensive product catalogue, a precise Stock Checker, and a Click and Collect service. While the commercial model didn't facilitate online sales, the website's core mission was to bolster Primark's digital presence, avoid customer redirections, and generate enthusiasm for in-store purchases.

A key factor in this transformative strategy was the integration of Intent Based Planning (IBP) – an innovative proprietary data tool co-developed by Starcom in collaboration with Northwestern University. This instrumental tool was able to decode intricate user behaviours, offering valuable insights that steered Primark's content direction.

As a result of these concerted efforts, Primark witnessed a surge in organic traffic across its global markets. The flagship UK website, serving as a model for the global rollout, garnered an impressive 49% YoY growth in organic traffic. Other significant markets, including Ireland, Italy, France, and Germany, followed suit with impressive positive trajectories post-launch. This pioneering digital transformation has not only elevated Primark's online status, but has resolutely secured its reputation as a premier fashion hub worldwide.

Judges’ Comments:

“Strong results for a major transformation at scale of the Primark customer experience and shopping journey. Creative use of data and insights, unique to the agency tapping into first-party data.”