Primark Bets Automated Delivery Can Preserve Its Low-Price Model

Primark is a store known for selling inexpensive clothes.

Until now, it mostly asked shoppers to visit its stores to collect purchases.

Sending individual packages to homes costs money, which could make cheap products less profitable.

Primark has bought an automated building in Sheffield to help prepare and send orders.

The company has already tested online shopping through click and collect.

It also has a mobile app.

Primark says home delivery could create profitable growth in the future.

However, it must keep delivery efficient so prices do not rise.

This is especially important as Primark prepares to become a separate company from its parent’s food businesses.