Ann Summers Targets Website User Activity to Boost Store Promotions
Lingerie retailer Ann Summers is to use data gathered from its ecommerce shop to create more cross-category promotions in its stores.
Recent analysis of buyer patterns on the company's website indicates it could provide more solutions for "special nights in" such as anniversaries, instead of merchandising by category.
The move will be similar to Marks & Spencer's Dine In For £10 offer, which won a Marketing Week Engage Award.
Andrew Harber, Ann Summers Head of Ecommerce, commented: "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."
The brand also recently partnered with RichRelevance to launch product recommendations on its ecommerce site with the aim of boosting sales, in a similar way as Amazon.
Since launching this service in May, Ann Summers has reported that the average value of each transaction on the site rose by 20% to more than £35.
Mr Harber added: "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."