Customer Experience - Primark

COSTUMER EXPERIENCE
– Primark

Table of Contents
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
What the brand is and where it sits in its market (339)...............................................................3
Task 2...............................................................................................................................................5
Key customers by frequency of use and by key demographics...................................................5
Task 3...............................................................................................................................................5
Relevant attitude of the customers to define their attitude towards brand..................................5
Task 4...............................................................................................................................................6
Statement that can be used to identify what brand says about customer service........................6
Task 5...............................................................................................................................................7
An audit of all the manifestation of customers of the brand........................................................7
Assessment against models and theories.........................................................................................9
Recommendations to improve customer experience.....................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Customers experience can be defined as the impression that customers have of the brand
throughout all aspects of buyer’s journey. Customer experience is important for sustaining
growth of the business, positive customer experience promote loyalty and help organisation in
retaining customers and also contribute in brand advocacy. This report will discuss about
customers and their experiences and will contextualise Primark. Primark is an Irish fast fashion
retailer founded in 1969 by Arthur Ryan and is headquartered at Dublin, Ireland. This report will
discuss about brand and its customers. This will be followed by attitude that customers have
towards the brand and what brand believes in regarding customer service. This means identifying
perception of brand for customer service and what action brand undertakes to maintain customer
service.
Task 1
Brand and position of brand in Market
Primark is a subsidiary of Associate British Foods and company operates in retail
industry offering clothing, cosmetics and housewares. Primark has its operations in Europe and
United States. The countries where Primark operates are Austria, Belgium, Poland, France,
Germany, Ireland, Italy, Netherlands, Portugal, Spain, Slovenia, United Kingdom and United
States. Primark operates at 373 locations in these countries. Concerned with the products
Primark offers diverse range of products in which products are baby and children’s clothing,
menswear and womenswear. Other than clothing homeware, accessories, footwear, beauty
products and confectionary products are also included in offerings of Primark. This means that
Primark attracts customers from wide range of markets (Arriaga, Domingo and Silvente, 2017).
In relation with countries where Primark operates it has highest 191 locations in UK, other than
this 48 locations in Spain, 36 locations in Ireland, 32 locations in Germany and 20 location in
Netherlands (Jiménez Jauregui, 2019). These are 5 countries having most number of Primark
locations. Primark has been considered as a brand that is based fast fashion, this means that
brand offers fast fashion that is affordable for everyone. This allows customers to get latest
fashion and look at affordable low prices. This means that clothes and fashion of Primark is fast

as well as cheap in price. In order to understand the position and identify where company sits in
its market BCG matrix can be applied.
BCG matrix for Primark
Relative Market Share
Market Growth Rate Question Mark
Primark
Stars
Dogs Cash Cows
Above matrix based on Primark involves that relative market growth of Primark is high but
market share for Primark is relatively low. Growth rate is in terms of sales and profit and other
than this Primark is also expanding its stores and locations. This means that market growth rate
is high but relative market share of Primark is low. This situation puts Primark on question mark.
Below is one of the diagram that reflect growth of Primark