Claire’s has looked ahead to the way its customers will shop in the future to design its first European website, aimed at the UK market.
Claires.co.uk integrates with social media and has a dynamic mobile site, positioning the jewellery, accessories and cosmetics retailer to meet what the US-headquartered retailer sees as the future shopping requirements of the teenage-to-young adult market.
David Devany, Claire’s European ecommerce director, said: “We have created the site with our consumers in mind, introducing key features such as our gift finder, our online boutiques and a music playlist all linked to social media, our consumers’ key communications channel.
“By the end of 2014 we foresee that mobile transaction usage will overtake desktop computers. Right now, 66% of 14-23 year-olds own a smartphone and 73% of teens are active on social media. We wanted our site to be an extension to our consumers’ lifestyles, an engaging destination to explore the latest trends and share their voice with us.”
The new website, built on the BT Expedite platform extends Claire’s high-street presence through services including free returns to the store: 1,170 of its 3,000 stores are in Europe. It also enables delivery of its jewellery, accessories and cosmetics products to more than 180 countries, and sells in pounds or euros.
The site features online boutiques built around key product collections, from Prom to One Direction. Filters and a gift finder help visitors to search the site, while ‘how-to’ tutorials show Claire’s customers creating the latest hair and nail styles. Visitors can view tips and recommendations from fashion and beauty bloggers linked through social integration.
Beatrice Lafon, president of Claire’s Europe, said: “The launch of e-commerce for our European business is very exciting for us. It enables us to give our consumers a true 360 degree shopping experience, with the possibility to shop in-store, online and on mobile.
“Claire’s will continue to launch new fashion lines every week to reflect new trends in music, street fashion and celebrity style, so we are very much looking forward to taking shopping at Claire’s to another level.”
Josh Pert, chief executive at BT Expedite & Fresca, said: “We’re proud to have been chosen to partner with a growing world-class retailer like Claire’s and support their ecommerce growth. Claire’s really understand that in today’s ever evolving consumer environment, it’s vital that retailers have a true multichannel offering. Claire’s customer base can now access their favourite products wherever it suits them.