Ann Summers is a British retailer specialising in lingerie, apparel, sex toys, accessories and more, with 90 stores nationwide, a strong online presence, thousands of direct selling ambassadors and a vibrant and growing wholesale business.
Trailblazing since 1972, no other brand has had more conversations with women about sex, empowering generations to push boundaries and drive change. Ann Summers exists to Sexually Empower Every Woman.
Our customer is always at the heart of our brand, and we’re thrilled to have a safe space for members to connect with others, seek and share advice on a range of sexual pleasure topics and Ann Summers products. The community hosts some of our most loyal brand advocates and we’ve already seen some great results with customer buying behaviours, retention, and engagement.
Fann Summers grows its community by:
- Ensuring strong presence in CRM emails and socials
- Using traffic from their ecommerce website through tabs, pods and dedicated ‘Community Loves’ selection of products
- QR codes on store till screens
Fann Summers runs a wide range of activities to drive retention and engagement:
- Product testing & reviews
- Co-creation surveys to improve product ranges with community feedback
- Community exclusive rewards
- Expert-led virtual events on a range of topics including: wellness, sexual health and body positivity
- Themed discussion groups for users to gain and share knowledge in a safe space
- Engaging missions, challenges and competitions every month
Fann Summers members can create their own product bundles to inspire others about possible product combinations
Product testers have their own dedicated section on the community to describe their experience with products and educate others.
The products used are tagged in the community, allowing any member to easily purchase them.
We launched Fann Summers because we wanted a loyalty programme for our customers that was more than your standard scheme. The platform encourages peer-to-peer interaction, generates UGC and is gamified so we offer customer rewards based on engagement. These rewards range from: VIP gifts, behind-the-scenes access at photoshoots and exclusive products to test. Community is the new loyalty and TokyWoky has been instrumental in bringing our vision to life.