Ann Summers looks to web to drive in-store promos

Ann Summers says it will use data gathered from its ecommerce shop to create more cross-category promotions in its stores, similar to Marks & Spencer’s Marketing Week Engage Award-winning Dine In For £10 offer.


The lingerie and sex toy retailer says recent analysis of buying patterns on its website suggests it should be providing more solutions for “special nights in” such as anniversaries, rather than merchandising by category.

Ann Summers head of ecommerce Andrew Harber says: “We used to do the obvious cross-sale: bra and brief, toy and lube; but we’ve seen links you wouldn’t expect. We will move towards providing more buying solutions – a bit like a meal – both online and in-store.”

When asked if such promotions would be similar to Marks & Spencer’s Dine In For £10 offer, Harber said yes.

In April, Ann Summers was forced to pull its Squeal Deal promotion after M&S complained about it adapting its ’Your M&S’ logo as ’Your S&M’.

Ann Summers recently partnered with RichRelevance to power product recommendations, similar to Amazon, on its ecommerce site to drive sales.

Since launching the service last month, Ann Summers says the average value of each transaction on the site is more than £35, a 20% increase on before.

Harber says: “Recommendations help drive sales of the extra item, the one that customers were not originally thinking of buying, but is still relevant to their purchases.”

Ann Summers recently relaunched its range of sex toys and launched a microsite under the new Pussy and Rabbit brand to increase online sales.

The launch was one of a raft of activities, including the revamping of stores and the main website.

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