Digital signage and in-store music set the tone at Claire’s South Africa


Claire’s, one of the world’s leading specialty retailers of fashionable jewellery and accessories, has installed custom in-store digital signage and music within a number of their stores in South Africa in an effort to standardise their in-store look and feel with international standards and set the tone for their young, female customers, aged six to 18 years.

As part of the Clicks Group, Claire’s South Africa employed Moving Tactics, South Africa’s leading digital signage solutions company, to install 42” portrait digital screens in-store to educate shoppers on the current product range and promote special offers. As part of the integrated system, the in-store audio features music tailored to suit the target market.

“The in-store digital screens and audio system work well together to create a young, dynamic and modern vibe within the stores,” said Chris Day, managing director of Moving Tactics.

Michelle von Waltsleben, portfolio manager of Claire’s at the Clicks Group, said: “We are planning to extend this system into our new stores as they open nationally as the solution has been successful with the screens drawing customers into the stores and the audio creating the right ambience for our target shoppers.”