Claire’s launches first e-commerce site in Europe

US specialty retailer Claire’s has launched its first European e-commerce website this week. Via different online boutiques, customers can order jewellery, cosmetics, hair and other accessories from key product collections. They can purchase in pounds

or euros and have their selections shipped to more than 180 countries worldwide.

“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 communication channel,” explained David Devany, Claire's e-Commerce director for Europe.

Claire’s has commissioned telecommunication services company BT’s multichannel retail specialist BT Expedite with the launch of the website, which will be supported by BT’s e-commerce platform. Apart from the aforementioned online boutiques, Claires.co.uk also features video content, for example ‘how-to’ tutorials by real Claire’s consumers creating the latest hair and nail fashion looks. Shoppers on the go will be happy to learn that the same functionality is also available on the company’s dynamic mobile site.

“By the end of 2014, we foresee that mobile transaction usage will overtake desktop computers. Right now, 66 percent of 14-23 year-olds own a smartphone and 73 percent 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,” said Devany.

Though conceptualised as an extension to Claire’s high street stores, the new site will also offer online exclusive product lines. The company currently operates more than 3,000 stores, of which 1,170 are located across 15 European countries. With the launch of its e-commerce site in Europe, Claire’s is reacting to the demand of their young customer group in this area for greater mobility and availability wherever they are.

Image: Claire’s