Matthew Gratze, Head of eCommerce at Ann Summers, gives you the low-down on their web personalization strategy with Qubit.

1. In pursuit of perfect personalisation
Stephen Eggleston
Qubit, Director of Client Service and strategy
Matthew Gratze
Ann Summers, Head of eCommerce

2. “We see our customers as
invited guests to a party, and
we are the hosts. It’s our job
every day to make every
important aspect of the
customer experience a little
bit better.”
Jeff Bezos, CEO, Amazon

3. BCegalinib rwaitteh the correct mentality
3

4. CR
Site wide tests
Progression of optimisation strategy
Optimised web and
marketing apps
Segmented
personalisation
360
personalisation
Introducing the maturity curve

5. 1. Getting testing right

6. Sample size does matter

7. False positives will always be a problem
We’ve found that tests based on data are
7.7x more
effective
than tests based on intuition alone
(Qubit, 2013)

8. Get a second opinion- validate your tests

9. 2. Create segments that
make sense for your
business

10. Create simple segments
First time visitors Returning visitors VIPs
10

11. Use browsing or purchasing history to identify key cohorts of users

12. 3. Using data accurately
across the business

13. How much revenue do you miss out on because of lack of availability?

14. Online data supporting offline

15. 11.6%
conversion
uplift for Burton
… and vice versa

16. And it’s not just the sale of rain jackets that are driven by the weather

17. The reality is that it requires a huge business transformation…

18. 6 months into the journey with Ann Summers…
Site wide tests
Optimised web
and marketing apps
Segmented
personalisation

19. @TheGrahamCooke

20. 20% off
everything on
our site
12th – 17th Nov
Use code: 20FOM
20

21. THE POWER OF OUR BRAND
We command 98% brand recognition
That’s comparable to global market leaders such
as Apple and Nike.
We are the market leader
In the UK erotic market 76p of every £1 is spent
with us.
We are the only erotic retailer to have a major
retail network - 140 prime locations across UK
high streets and shopping locations.
Over half (52%) of our consumers would
recommend Ann Summers to other consumers, as
the best place for lingerie
Acclaimed fashion designer Giles Deacon chose
AnnSummers for his first ever lingerie
collaboration
We’ve gone International. We are now stocked on
Ebay across 6 countries including Australia and the
US.

22. OUR BUSINESS.
RETAIL
Weekly footfall traffic of +375,000, 140 stores in primary malls
and high street locations nationwide
ONLINE
• 1.5 million unique visitors and 30m page
impressions per month
• + 1 million newsletter database
• + 400,000 Facebook fans
• + 60K Twitter followers
• + 12K Instagram fans
PARTIES
• One of the UK’s biggest home direct selling businesses
• A sales catalogue with 2.9 million circulation per year
• There are over 5,000 Ann Summers Party Ambassadors who
host over 2,500 parties every week
WHOLESALE
A successful partnership with the UK’s leading home shopping
business, Shop Direct (Very, Littlewoods & ISME)
CLICK N COLLECT
• Newly launched service
• Shop online and collect in store
• 1,754 orders in the first day
EBAY INTERNATIONAL
Broadening the multichannel retailer message with eBay shop

23. OUR INSPIRATION?
OUR CUSTOMERS.
Our customers are savvy, sassy saucepots from every walk
of life.
These temples of temptation all share a desire for sexual
satisfaction.
Whether she is teetering on the edge of the store
nervously wondering what is beyond the threshold or
confidently recommending her latest favourite toy to her
friends, we exist to meet and exceed the desires of all
these wonderful customers so that they can experience
better and better sex.
VITAL STATISTICS
•Demographic profile BC1,2
•70% female, 30% male (varies by channel)
•She is 27 years old and a dress size 12
•Her bra cup size is D/DD
•She sees herself as playful, passionate, flirty and
feminine
•She is a true multichannel shopper

24. Starting with the basics
Nervous Curious Experienced
24

25. Adopting a data driven strategy
Site wide tests
25
Optimised web
and marketing apps
Segmented
personalisation

26. 26

27. @TheGrahamCooke

28. 28

29. @TheGrahamCooke

30. 20% off
everything on
our site
12th – 17th Nov
Use code: 20FOM
30

31. 31
Some research for you…