{"id":124543,"date":"2025-08-06T10:18:16","date_gmt":"2025-08-06T08:18:16","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=124543"},"modified":"2025-08-06T10:18:18","modified_gmt":"2025-08-06T08:18:18","slug":"primark-lance-pour-la-premiere-fois-une-application-mobile","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/primark-lance-pour-la-premiere-fois-une-application-mobile\/","title":{"rendered":"Primark lance pour la premi\u00e8re fois une application mobile"},"content":{"rendered":"\n

Primark<\/strong> fait un grand pas vers la num\u00e9risation avec l’introduction de sa propre application mobile. L’outil est d\u00e9j\u00e0 disponible en Irlande (sous le nom de Penneys) et en Italie ; un d\u00e9ploiement vers d’autres pays suivra dans les dix-huit mois \u00e0 venir.<\/p>\n\n\n\n

Tester et optimiser<\/h2>\n\n\n\n

Primark souhaite offrir \u00e0 ses clients une exp\u00e9rience num\u00e9rique accessible, sans s’\u00e9loigner de son mod\u00e8le de vente au d\u00e9tail traditionnel : l’application permet de consulter les produits, de v\u00e9rifier la disponibilit\u00e9 en magasin et de recevoir des notifications personnalis\u00e9es sur les nouvelles collections et les promotions. De plus, les utilisateurs obtiennent de l’inspiration pour leur style et peuvent facilement enregistrer leurs articles pr\u00e9f\u00e9r\u00e9s.<\/p>\n\n\n\n

L’introduction s’inscrit dans la strat\u00e9gie num\u00e9rique plus large du discounter. R\u00e9cemment, Primark a lanc\u00e9 des sites web renouvel\u00e9s dans ses dix-sept march\u00e9s. En lan\u00e7ant l’application maintenant dans deux pays totalement diff\u00e9rents \u2013 en Irlande en tant que nom \u00e9tabli, en Italie en tant que march\u00e9 en croissance \u2013 la cha\u00eene souhaite tester son fonctionnement de mani\u00e8re approfondie et apprendre des comportements vari\u00e9s des consommateurs.<\/p>\n\n\n\n

Am\u00e9liorer l’exp\u00e9rience client<\/h2>\n\n\n\n

\u00ab\u00a0Nous constatons que les acheteurs pr\u00e9parent de plus en plus souvent leurs achats en ligne, qu’ils s’inspirent ou qu’ils planifient leur visite,\u00a0\u00bb d\u00e9clare Matt Houston, Chief Customer and Digital Officer. \u00ab\u00a0Cette application offre aux clients des outils intuitifs et personnalis\u00e9s.\u00a0\u00bb Selon Houston, le d\u00e9ploiement \u00e9chelonn\u00e9 permet \u00e0 Primark de recueillir des informations pr\u00e9cieuses sur l’utilisation r\u00e9elle de l’application. Ces donn\u00e9es devraient aider \u00e0 am\u00e9liorer davantage l’exp\u00e9rience client avant que l’application ne soit lanc\u00e9e dans d’autres r\u00e9gions.<\/p>\n\n\n\n

La strat\u00e9gie num\u00e9rique de Primark est un cas fascinant pour les observateurs du retail. C’est l’un des sujets que le directeur des ventes pour la Belgique, Olivier Cr\u00e9pin, viendra expliquer lors de la Retail Marketing Day de RetailDetail, le 25 septembre \u00e0 Anvers. D’autres discounters, tels que Takko Fashion<\/strong> et Action<\/strong>, viendront \u00e9galement y pr\u00e9senter leur strat\u00e9gie. Vous pouvez r\u00e9server des billets via le lien ci-dessous.<\/p>\n\n\n\n

\n
Je viens \u00e0 la Retail Marketing Day le 25 septembre<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Primark fait un grand pas vers la num\u00e9risation avec l’introduction de sa propre application mobile. L’outil est d\u00e9j\u00e0 disponible en Irlande (sous le nom de Penneys) et en Italie ; un d\u00e9ploiement vers d’autres pays suivra dans les dix-huit mois \u00e0 venir.<\/p>\n","protected":false},"author":3,"featured_media":124544,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14,22],"tags":[],"people":[],"extra":[],"company":[230],"topic":[631,774],"region":[1659,525],"class_list":{"0":"post-124543","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-mode","9":"company-primark","10":"topic-digitalisation","11":"topic-retaildetail-day","12":"region-irlande","13":"region-italie"},"acf":[],"yoast_head":"\nPrimark lance pour la premi\u00e8re fois une application mobile - RetailDetail BE<\/title>\n<meta name=\"description\" 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