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BT Helps Claire’s Launch Their First E-Commerce Website in Europe


BT Expedite, BT’s multichannel retail specialist business, has helped Claire’s launch a state-of-the-art e-commerce platform, providing international delivery capabilities to more than 180 countries worldwide, with the ability to purchase in Pounds Sterling or Euros. Claire’s is one of the world’s leading specialty retailers of jewellery, hair, cosmetics and accessories.

The site, which launches in the UK this week, will be supported by BT’s e-commerce platform which provides an integrated, attractive transactional solution.

Within the new site, consumers can access unique online boutiques featuring key product collections such as Prom, Dance and One Direction, or use the many filters to seek out that special something.

There is even a gift finder to help consumers find the perfect gift for their Claire’s girl, whether she’s quirky, a fashionista or a pretty princess. Plus there is exciting video content with ‘how-to’ tutorial films featuring real Claire’s consumers creating the latest hair and nail fashion looks. All of this functionality is also available on the dynamic mobile site.

Claire’s has created an intuitive online shopping experience that allows consumers to shop themes, looks and moods. They can also get great tips and recommendations from fashion and beauty bloggers through social integration.

David Devany, Claire’s European E-Commerce 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
communication channel.

“By the end of 2014, we foresee that mobile transaction usage will overtake desktop computers. Right now, 66 per cent of 14-23 year-olds own a smartphone and 73 per cent 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 site will act as an extension to Claire’s high street stores, housing the best fun accessories and jewellery including online exclusive product lines. The customer service policy extends to free returns or exchanges in store, taking the hassle out of online shopping.

Josh Pert, CEO 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 e-commerce 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.”

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.”

About Claire’s

Claire’s Stores, Inc. is one of the world’s leading specialty retailers of jewellery, cosmetics and accessories at affordable prices for girls ages 3 to 27. The company operates through its two store concepts: Claire’s® and Icing®. Claire’s Stores, Inc. operates over 3,000 stores, 1,170 of these are Claire’s stores in 15 European countries.

About BT Expedite & Fresca

BT Expedite & Fresca is the retail specialist division within BT. It provides solutions to enable multichannel retailers to compete effectively. BT Expedite spans every area of retailing; planning, sourcing, merchandising, store, sales analytics, CRM, plus network infrastructure, hardware and professional services.

BT Expedite’s multichannel capability was reinforced by the acquisition of Fresca in 2008. BT Fresca creates transactional web stores for leading fashion and lifestyle brands in the UK and across the globe.

Customers include: Aurora Fashions (Coast, Oasis & Warehouse), Mothercare, New Look, Pets at Home, Primark, Thomas Pink and WHSmith
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