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Claire’s Debuts New Loyalty Program

claires unveils new loyalty program

Claire’s Stores Inc., a leading retailer of fun, fashionable jewelry, and accessories, operates through its stores under two brand names: Claire’s® and Icing®. Claire’s Stores operates fully owned and concession stores in 17 countries throughout North America and Europe. The company announced the launch of its new loyalty program, Claire’s Rewards.

Claire’s Rewards Benefits

  • Earn 1 point for every $1 spent, and points for engaging with Claire’s
  • Unlock a $5 cash-back reward with every 100 points earned (That’s a generous 5% funding rate)
  • Receive free shipping twice per year
  • Receive special personalized deals and perks, including a birthday surprise
  • Qualify for exclusive member events and early access to special sales throughout the year

How Members Earn Points

Claire’s Stores offers a variety of ways for members to earn points. This keeps members engaged and encourages them to explore more of the brand.

Ways to Earn Claire Reward Points

Claire’s Rewards Perks

“Our customers are at the center of all we do, and we’re constantly looking for more ways to delight them, reward them, and give them more engaging touch-points with the Claire’s brand,” said Melanie Berry, SVP Marketing.

perks of Claires Rewards loyalty program

Claire’s Stores Covid Related Actions

Like many retailers, Claire’s Stores made tough decisions to temporarily close their stores beginning in March, leading to furloughed employees and strained financials. “We are all facing unprecedented challenges associated with the COVID-19 pandemic,” said Ryan Vero, CEO. ”

The Wall Street Journal reported, ” The coronavirus pandemic accelerated a major shift in the retail industry. Traffic to stores evaporated. Online credit-card transactions soared. E-commerce sales in the second quarter rose by 44.5% compared with the same period in 2019 and they now make up 16% of all U.S. retail sales, according to the Commerce Department.”

how to build customer loyalty

Data Deficit in the Wake of the Pandemic

The pandemic also identified a big weakness in business — a customer information deficit. What that means is that Claire’s Stores didn’t have an omnichannel approach to customer relationships. The company couldn’t communicate directly with customers that shop in-store during the store closing and after they re-opened.

Empowering customer experience teams to build better relationships is the top priority for 29% of retailers’ customer data strategies in 2020, followed by 26% who will look to create a single view of customers across all touchpoints, 26% who will look to improve analytics to unlock the full potential of this data and 19% who plan to adopt new data technology and analytics tools (Arm Treasure Data).

“By offering a rich cashback loyalty program with many ways to earn points and lots of great benefits, we’re giving our customers more reasons to shop and engage with Claire’s.”

Melanie Berry, SVP Marketing

The more Claire’s Stores know about their customer’s spending habits, the more the company can offer personalized rewards as well as personalize their products and services to their customer’s needs. With Claire’s Rewards, the company can collect detailed information, such as transactional data, demographics, preferences, interests, and location. Generating customer insight from the loyalty program positions Claire’s Stores to not just keep customers coming back but to coax them to spend more and more often and even move to higher-margin products.

Claire’s will leverage personalization capabilities to create unique customer deals and perks, driving deeper engagement, and creating a more rewarding shopping experience. 

Julia Rimes – Global PR & Communications Associate Director
Sallie Burnett
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