The purpose of this experiment was to provide the business with in-depth insight into online retail. Although the trial was successful for both Primark and ASOS, a Primark spokesperson believed that the budget retailer preferred its customers to 'keep dawdling down Oxford Street' rather than buying online (Daily Mail, 2013). Primark's finance director, John Bason, expressed that the company had no plans to expand into online retail after sales increased by 20% over the Christmas 2013 period; without a single online transaction. Although Primark has been successful online; Bason pointed out that if the company were to expand its electronic retail business, it could impact the company's sales when it comes to maintaining its website. Primark must also take into account that the cost of delivering products to customers' homes may be higher than the product itself (The Guardian,