The report examined the impact of the coronavirus pandemic on the marketing mix of Primark with a focus on place and promotion. These two mixes were chosen based on the fact that the pandemic led to the closure of many physical stores (place) and disrupted the promotional activities of many retailers as evidenced by the decline in advertising spend among clothing retailers. Unsurprisingly, results showed that Primark’s brick-and-mortar business model was heavily impacted by store closures. Without an online outlet and distributional, Primark lost an estimated £1.5bn in revenue from forced store closures in the six months to February 2021 with a further projected £480m impact in the second half. While Primark adapted its physical stores for reopening, most of the changes were temporary safety-related adaptations except the emphasis on contactless payment which is likely to stay permanently post-pandemic.
The area of promotion did not see much change post-pandemic primarily because Primark does little advertising. Before the pandemic, much of the promotion was done through in-store sales and marketing, and digital communication. With stores closed, the retailer relied only on social media promotion to keep customers engaged and all indications show this is likely to stay this way long-term. 
The findings thus showed that the pandemic did impact and alter the marketing mix of place and promotion but only to a little extent. This is because Primark’s focus on bricks and mortar retailing is unwavering. However, if the company is to stay competitive in the age of online retailing, then the best recommendation is for it to make its physical retailing environment very experiential for customers perhaps including elements of digital technology such as visual displays or any technology that drives merchandise offer decisions or engagement. 
 

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