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Claire's updates UK online store

25 April 2013 - 09:40 by Sarah Collinson

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Claire's is a high street outlet that many people in the UK will recognise. Selling jewellery and accessories for people of all ages, it has established itself as a mainstay of bricks and mortar retail.

However, until recently, it was not really a presence online in the UK. Thankfully, this week saw the relaunch of the Claire's website, which now has full e-commerce functionality, allowing customers to purchase a variety of products online.

The retailer actually initiated a Europe-wide resurrection, so that there are now more than 180 countries across the world in which its customers can order items to be delivered over the internet.

Company spokesperson, David Devany, said that Claire's e-commerce strategy was one which embraced a multichannel approach, with a focus on both desktop and mobile sales that takes into account the growing popularity of carrying out safe shopping online from smartphones.

Mr Devany said that two thirds of the 14 to 23 year olds that are Claire's main target audience own a smartphone, while three quarters regularly engage with social networking services. This shows that it is necessary for retailers to reach out to potential customers through the channels which they frequent.

As well as allowing customers to browse an extensive catalogue of items, the Claire's website in the UK will also feature multimedia content, to keep visitors coming back for more. This includes a series of videos providing tips and advice on how to best create the latest fashion looks, if you are working to a budget.

Claire's is still going to keep pushing its high street presence in the UK, but it might actually make sense for some customers to shop online, because there will be many products that are exclusive to its e-commerce platform and cannot be found in-store.