Despite having resisted the call for an online presence, the discount retailer broke the £1bn sales barrier earlier this year. It is now eyeing another boost with the launch of www.poundland.co.uk.
Since posting record sales, industry murmurs of slowing growth have surrounded the retailer alongside concerns that without a clear digital strategy it might have reached its peak.
Its first transactional site runs on a trial basis for UK customers and makes an initial haul of 2,000 items available across its most popular non-food categories, including health and beauty, cosmetics, bakeware and DIY equipment.
All items will be sold at the fixed price of £1, however delivery costs a flat £4 unless shoppers spend more than £50 to get free delivery.
The site itself has embraced features such as a shuffle button that serves up random produces from the range as well as a ‘scratchcard’ offering shoppers deals and offers such as free delivery. It is also appealing to cash and carry shoppers with bulk buying options.
Meanwhile, a click and collect trial is also on the cards for the next 12 months.
“We’re very pleased to have launched online. We now have over 550 stores across the UK which provide our customers with magic moments when they find amazing value products at our famous £1 price point,” explained Poundland chief executive Jim McCarthy.
“Our online channel will make shopping even easier, it’s convenient and caters for shoppers who may not yet have a Poundland nearby, but who still want to benefit from the amazing value and remarkable treasure trove of lines we offer.”
Currently, Poundland lures 5.3 million customers a week to one of its 550 bricks and mortar stores in the UK.
It comes as Poundland gears up to move into the final phase of its £55m purchase of 99p Stores, having been given the green light by the Competition and Markets Authority earlier this year.