Retailer differentiating with a focus on personalization

Ann Summers brings the customer experience to the next level with Qubit

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Founded in 1972

120+ stores in the UK

TrustScore of 8.8 on TrustPilot

Introduction

Ann Summers is a British multi-channel retailer specializing in sex toys and lingerie. The company has been working with Qubit since 2014 and use the platform to deliver their personalization strategy.

The ecommerce team recognizes that having an astute customer understanding allows them to differentiate in a competitive marketplace. Surfacing relevant customer experiences is only made possible with data, and with Qubit Pro the company can make the visitor journey relevant.

“Retailers only have moments to capture the attention of a visitor, therefore, being as relevant as possible when they are on your site is essential. With Qubit, Ann Summers is able to create experiences which surprise and delight across the entire customer lifetime”

Jo Hyder

Head of Brand & Digital

Leveraging reviews to boost revenue

 

Challenge
Ann Summers had a wealth of reviews that they were keen to highlight on the product page. Acting as a social proof, increased visibility on star ratings would increase conversions.

Solution
The team found that users who interacted with the reviews had a higher conversion rate than those who didn’t. Therefore, all products with a rating of 4 or higher had the average star rating fade in and out on top of the product image. This built customer confidence in a seamless way.

Result
Confirmed increase in conversion rate and revenue per visitor 

Increasing conversions with rotating search

Challenge
The ecommerce team were noticing a high bounce rate for users landing on the PDP, but inferred from their data that those visitors who go on to use the search have higher conversion rates.

Solution
Ann Summers needed to capture the attention of the user keeping them on the site to drive conversions. By making the search functionality more prominent, with similar products written in the search bar, customers moved further through the site.

Result
Confirmed increase in conversion rate

“At Ann Summers we are constantly thinking of ways to make the experience personalized for each and every user. Harnessing the data at our fingertips we’re able to use personalization to drive acquisition, loyalty and retention.”

Jo Hyder

Head of Brand & Digital

Abandonment layer with product low in stock

 

Challenge
Ann Summers wanted to prevent visitors abandoning the site when they had products in their cart. This was particularly essential for low-stock products, as returning customer might find the items they had been interested in were no longer available.

Solution
Ann Summers surfaced an abandonment layer for both mobile and desktop browsers. This alerted the visitor that the product, or products, in their basket were low in stock.

 

Result
Confirmed increase in conversion rate

Moving the customer beyond the PLP

Challenge
There is always a higher bounce rate when a customer lands directly on the PLP. However, customers who then go on and use the search functionality have a much higher conversion rate than those who don’t.

Solution
The solution was creating relevant search terms for visitors who land on the PLP, specific to that product. More specific search text, prompting users to “Search here for...” encouraged visitors to continue looking.

Result
50% increase in search results

Looking ahead

Ann Summers are on the journey to delivering personalization at scale. They are looking at sophisticated segmentation strategies which build on the experiences they’ve already built. With customer data front and center, the ecommerce team can understand and then influence visitors at scale.

Using the Qubit Pro platform, the company are moving away from simple CRO initiatives into a world of personalization which is going to ensure their customers keep coming back.

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