Speciality fashion accessories retailer extends worldwide business online with launch of a new transactional website designed with its customers in mind
has launched a new international e-commerce platform in the UK first, taking the global jewellery, hair, cosmetics and accessories retailer online in the European region.
The retailer already operates 1,170 Claire’s stores in 15 European countries. But the introduction of claires.co.uk is designed to give customers access to online boutiques or use a number of filters to find a particular product quickly.
David Devany, Claire's European e-commerce director said the company has created the site with its consumers in mind. This includes the introduction of key features, “such as our gift finder, our online boutiques and a music playlist all linked to social media – our consumers’ key communication channel”.
Keeping customers up to date
Key product collections such as Prom, Dance and One Direction, will feature on the site, while the gift finder will to customers find the perfect gift. Video content, with ‘How To’ tutorial films featuring real Claire’s consumers creating the latest hair and nail fashion looks, is also replicated on the dynamic mobile version of the site.
The retailer worked with BT Expedite
, BT’s multichannel retail business, to build the new site on BT’s e-commerce platform. In addition to the product, search and multimedia functionality, the platform provides international delivery capabilities to more than 180 countries worldwide, with the ability to purchase in Pounds Sterling or Euros, as well as social media integration.
Preparing for smartphone era
“By the end of 2014, we foresee that mobile transaction usage will overtake desktop computers, Devany added. “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 site’s customer service policy extends to free returns or exchanges instore. Beatrice Lafon, president of Claire’s Europe, also commented on the multichannel opportunities generated by the launch. “The launch of e-commerce for our European business is very exciting for us,” she stated. “It enables us to give our consumers a true 360-degree shopping experience, with the possibility to shop instore, online and on mobile.”
The European retailer’s parent company, Claire's Stores, Inc. operates over 3,000 stores.