During lockdown Primark reported a decrease of monthly sales from £650 million to £0. Ouch! Yet despite the three-month selling hiatus (Primark has no transactional website), the stores re-opened on June 15 to 5am queues, thousands of shoppers and an audible "how did they do that?" from other retailers.
It's simple. Primark smashed its social engagement out of the park during lockdown. The brand ensured it was part of the conversation with its customers. So, despite its inability to trade, Primark maintained excitement levels with its customers, positioning its social channels as a go-to place for everything from fashion advice to boredom-busting baking recipes.
We’ve taken a look at where Primark excelled so you can replicate the techniques no matter your business size or industry.