Claire’s Offers Same-Day ‘Buy Online Pick Up In-Store’ Feature with Custom Salesforce App

Global fashion brand Claire’s, known as a powerhouse for self-expression, has transformed its digital customer experiences and created personalization at scale during the pandemic.

Why it’s important: The beloved fashion jewelry and accessories retailer is focused on lasting digital transformation that enables seamless shopping experiences for all ages.

Powered by Salesforce, Claire’s is delivering even more personalized ecommerce experiences in-store and online, creating frictionless, digital-first engagement that allows customers to shop anywhere, anytime.

Explore further: When the pandemic prompted retailers to adapt in early 2020, Claire’s looked to ecommerce to drive revenue. It worked. In 2020, the retail brand’s online sales increased 112% year-over-year. To continue that momentum in 2021, Claire’s began working with Salesforce to reimagine the digital experience for its shoppers, weaving together the convenience of ecommerce with the beloved nature of its retail stores by giving consumers more ways to purchase.

Claire’s began the engagement with Salesforce with a new internal order management system. Claire’s then tapped Salesforce to implement a same-day Buy Online, Pickup In Store (BOPIS) offerings, a rising trend to help the retailer reach consumers by expanding its digital capabilities across online markets, personalizing experiences, and simplifying shopping across channels.

To support this aim, Salesforce created a custom-made, in-store pickup app that enabled same-day BOPIS and Click & Collect, a first for Claire’s in the United States and United Kingdom. The in-store pickup app — one of the first Salesforce had built at the time — created a streamlined omnichannel customer experience for shoppers.

The Salesforce perspective: “The app serves up personalized offers based on customers’ past transaction behaviors both in-store and online, and creates frictionless engagement at scale,” said Kelly Thacker, SVP of Product Marketing, Salesforce.

The customer view: Jan Steck, SVP of global e-commerce and digital marketing at Claire’s, said the company has been increasingly investing in ways to make interactions ‘seamless, consistent, and personalized’ across platforms:

• “Moving to same-day BOPIS was already on our roadmap, but [it] became a greater priority during the pandemic,” said Steck. “Previously, Claire’s offered a BOPIS service, but the orders shipped from our distribution facilities and could take around three to seven days depending on the store locations. Now, our customers can see which products are available in their local store, and our stores are able to directly receive and process orders.”
• “We will continue… our relentless focus on delivering an improved and more personalized online experience,” said Steck.

Zoom out: Same-day BOPIS and Click & Collect services are available at Claire’s stores in the United States and United Kingdom. Together, they offer pick up in two hours or less within the United and four hours or less within the United Kingdom.

Explore further: Learn more about the Claire’s personalized shopping journey here.