Analysis Of Primark

4.4. PURCHASE DECISION

In terms of shopping experience, Primark has being improving the overall store environment, according to (Wilson, 2015) the new store in Boston is equipped with smartphone-charging stations, video monitors and digital screens are used to promote the Primark brand story through full illustrations and shout-outs from Primark’s global community.
As stated by (Merchandisingmatters, 2015) “While today’s shoppers can have many digital touch points throughout their path to purchase, they still place a high value on the immersive experience of a physical store. 94% of purchases are made in brick-and-mortar stores where shoppers can see, touch and demo a product in real life”.
However, Primark does not offer a relaxing environment
POST-PURCHASE BEHAVIOUR

According to (Perreau, 2013) In this step the consumer will evaluate the adequacy with its original needs and if they have made the right decision in buying the product or not. Due to Primark has a great active presence in social media channels they should be concerned in broader scale opinions in their social networks or on company review website.
According to (TrustPilot, 2016) which evaluate companies located in UK Primark reviews average are accounted for 6 in one scale from 0 – 10, this review was based on 260 reviews from Primark customers. The main complaints was the store organization, lack of clothes sizes and bad customer services. On the positive side, Primark has some compliments such as, affordable price, great customer service and quality.

5.
MARKETING
• Primark should evaluate the possibility to use celebrity marketing in order to connect with new consumers and engage them follow the brand. According to (Russell, 2016) "A celebrity endorsement tells a story, it's a shortcut to understanding a brand fast and knowing whether or not it's for you”. Therefore, it is affect way to reach possible Primark consumers. Although, they have to analyse which celebrity has the same followers as Primark to reach the correct public in order to have an efficient marketing campaign.
TECHNOLOGY
• Creating a new communication channel using mobile app to promote new products and releases, sending notifications with new offers for customers and new customer service channel to receive complaints and compliments. 7. CONCLUSION

The analysis provided in this report shows that Primark is delivering a reasonable customer experience across their cross-channels and there are some challenges to face in the upcoming years in order to ensure a better customer experience for their