Posts tagged with Ann Summers

Ann Summers and the pursuit of personalisation

With 1.5m unique visitors and 30m page impressions a month Ann Summers’ multichannel strategy is a very effective one.

In fact Ann Summers commands and impressive 98% brand recognition. This is in no doubt helped by the fact that it’s the only erotic retailer to have a major high street presence. 

75p of every erotic retailer pound is spent with Ann Summers. The brand has also recently introduced international access through its eBay store and has implemented click and collect with 1,754 orders taken in the first day.

To further bolster its online success Anne Summers wanted to improve the way it personalised the experience for its customers, by adopting a more data driven strategy.

Lets take a look at some of the highlights from a talk given by Ann Summers’ head of ecommerce Matthew Gratze at our two day Festival of Marketing event.

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How to use paid search as a branding tool

Ann Summers paid searchPaid search is typically perceived as a direct response channel. It is most frequently used by firms for sales and lead generation.

There are definite brand benefits to paid search, but most advertisers do not focus on the softer brand metrics when placing Adwords campaigns. Clickthrough and conversion rates are what matter the most, as far as most people are concerned.

As such it was rather interesting to spot a seemingly random paid search ad for Ann Summers, which was anchored to a keyword search on last year’s budget. 

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