Multinational fashion retailer Primark has revealed plans to trial a Click & Collect service in the UK later this year.

The trial is part of the retailer’s efforts to expand its children’s range and improve its customer experience.

Primark will launch the trial across up to 25 stores in the UK’s north-west region.

It will offer up to 2,000 child-oriented products, including clothing, accessories, decorative nursery products and toys.

Customers can add their items to a virtual shopping basket before checking out and collecting their purchases at dedicated customer collection points at participating stores.

In addition, Primark will offer online-only products, around 40% of which will be exclusive to Click & Collect.

Primark chief executive Paul Marchant said: “The Click & Collect trial is a milestone for our business and builds on the investments we’ve made over the last two years in new technology and people to make this possible.

“This trial will give customers so much more of what they love and a new way to shop with us.

“It brings together more choice and greater convenience and complements the great in-store experience that is at the heart of our business.

“We think it will also give us an opportunity to reach new customers by highlighting the fantastic collection that we have for kids of all ages.”

The service comes after Primark launched a redesigned UK website in April this year.

The company will process and ship all Click & Collect orders from its new dedicated distribution centre at Magna Park in Leicestershire.

This facility will be operated by logistics service provider Clipper.

Last year, Primark partnered with experience improvement company InMoment to improve its customer experience, loyalty and customer retention by getting better insights into customer behaviour.

The company is using InMoment’s platform to observe what customers are saying in real-time and their tone of voice to understand their likes and dislikes.