Global fashion brand Claire’s, known as a powerhouse of self-expression, has transformed its digital customer experiences and created personalization at scale during the pandemic.
Why this is important: The beloved jewelry and fashion accessories retailer is focused on a sustainable digital transformation that enables seamless shopping experiences for all ages.
Powered by Salesforce, Claire’s delivers even more personalized e-commerce experiences in-store and online, creating frictionless digital engagement that allows customers to shop anywhere, anytime.
Explore further: When the pandemic prompted retailers to adapt in early 2020, Claire’s turned to e-commerce to generate revenue. It worked. In 2020, the retail brand’s online sales grew 112% year-over-year. Building on this momentum in 2021, Claire’s began working with Salesforce to reinvent the digital experience for its shoppers, combining the convenience of e-commerce with the beloved nature of its retail stores by offering consumers more ways. to buy.
Claire’s began her engagement with Salesforce with a new internal order management system. Claire’s then tapped Salesforce to implement Same Day Online Purchase and In-Store Pickup (BOPIS) offers, a growing trend to help the retailer reach consumers by expanding its digital capabilities across retailers. online marketplaces, personalizing experiences and simplifying shopping across all channels.
To support this goal, Salesforce created a bespoke in-store pickup app that enabled BOPIS and Click & Collect on the same day, a first for Claire’s in the US and UK. The in-store pickup app – one of the first created by Salesforce at the time – created a streamlined omnichannel customer experience for shoppers.
Salesforce’s point of view: “The app delivers personalized offers based on past transaction behaviors of customers both in-store and online, and creates frictionless engagement at scale,” said Kelly Thacker, senior vice president of product marketing, Salesforce.
The customer view: Jan Steck, senior vice president of global e-commerce and digital marketing at Claire’s, said the company is increasingly investing in ways to make interactions “transparent, consistent and personalized” across all platforms:
“Switching to BOPIS the same day was already on our roadmap, but [it] has become a higher priority during the pandemic, ”Steck said. “Previously, Claire’s offered a BOPIS service, but orders were shipped from our distribution facilities and could take about three to seven days depending on store locations. Now our customers can see what products are available in their local store, and our stores are able to receive and process orders directly. ”
“We will continue… to relentlessly focus on delivering an improved and more personalized online experience,” said Steck.
Zoom out: Same-day BOPIS and Click & Collect services are available in Claire’s stores in the US and UK. Together they offer pickup in two hours or less in the US and four hours or less in the UK.
Explore further: Learn more about Claire’s personalized shopping journey here.