Fast Fashion Retailer Primark Selects InMoment to Provide Customer Feedback, Understand Customers at Scale and Expand into New Markets

LONDON–(BUSINESS WIRE)–InMoment®, the leading provider of Experience Improvement (XI)™ solutions, is the selected Customer Experience (CX) partner for global fashion retailer, Primark, supporting the brand to improve customer experience, increase customer loyalty, retention and repeat business.


Primark is an international retailer that offers the latest fashion, beauty and homeware at the best value on the high street. They are present in over 400 stores in 13 European and American countries. Primark customers have the ability to shop the newest trends without breaking the bank thanks to their obsession with price and value. Primark’s mission is to provide the best product at the most affordable price and offer the best customer experience.

Primark partnered in partnership with InMoment to better understand their customers and improve customer experiences to encourage them to shop more. Primark is able to quickly analyze what customers say in real time and gauge their tone of voice (sentiment) to understand what customers like or dislike. This allows them to take immediate action to improve customer shopping experiences for future trips.

Philip Clarke, Analytics and Reporting Manager at Primark, said “We needed a company with expertise and knowledge of customer experience in the retail industry and InMoment was the right fit for us. Their focus on continuously developing technical innovations to their software means that Primark will also benefit and be at the forefront of competition.”

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Primark is able to operate their CX programme at scale, in different locations and languages across the globe, leveraging the InMoment XI platform and its text and sentiment analysis. Primark continues its expansion into new markets through InMoment. InMoment helps to understand customers quickly and aids in the development of expansion plans to understand regional differences.

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About InMoment

Improving experiences is why InMoment exists. Our mission is to help our clients improve experiences at the intersection of value—where customer, employee, and business needs come together. Through a unique combination technology, data, and human expertise, we connect our clients to what is most important. Our hyper-modern technology platform, decades worth of domain expertise, and global teams if experts allow us to deliver an unmatched focus on Experience Improvement (XI), helping our clients own the moments that really matter. offers more information.

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