Concepting Plus

Organisation
Primark has different development programs for new and developing employees. New employees of Primark are given a
structured introduction program based on Retail/Customer Service, Administration or Team Leading, but do the employees
actually use these insights while performing their jobs?
We went to a Primark store ourselves to find out how the employees treat the customers and how they carry out their job.
All employees were dressed in typical Primark uniforms. While entering the store the first thing we noticed was the security
employee. You have to take a Primark bag with you to put your products in. The first thing that catches the eye is the big
number of employees walking around like they are in a major hurry. The large tables are filled with all kinds of clothing and
you will find some employees folding clothes that customers left behind. This keeps everything more organized, or at least
they try to, but on the other hand it takes in a lot of space in the already ‘too crowded’ shop. At the end of the journey, the
employees of the cash desk are the ones that give you the last impression, which is a very important one. The employees
seem to be uninterested and distant and are constantly talking with each other instead of with the customers, even while
purchasing a product.
If you want to return your purchases, you have to go to the Customer Service Desk. At the Customer Service Desk the
employees are frequently not giving the customer the service they require.
For Primark
Does the organisation fit the vision?
Does the staff execute the core values?
Does the staff know the organisation’s story?
No
No
No
Colour: red
The organisation doesn’t fit the vision. The organisation should behave as some elements that can be found in the vision, but
relevant elements cannot be found in Primark’s vision. Furthermore, the staff doesn’t execute all the core values. Important core
values like ‘to treat customers as we want to be treated ourselves’ and ‘to respect each other’ can definitely not be said about
the organisation of Primark. This also leads to the fact that the staff doesn’t know the organisation’s story, otherwise they would
have behaved differently. Primark has a lot to improve on this point.
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