Ann Summers aims to beat off rivals with loyalty club

ann summersAnn Summers aiming to keep its customer base satisfied in the bedroom and beyond, while stemming the rise of rival brands with the launch of its first ever loyalty programme, offering rewards and even the chance to become a sex toy tester.

Through the launch of Fann Summers,  the Rampant Rabbit retailer is offering members the opportunity to earn “carrots” that can be exchanged for rewards, which range from early access to sales, VIP gigs, and entry to exclusive events.

Users can also join discussion boards to chat with other members about “sexual health”, with anything from bondage and roleplay to toys being on the agenda. The retailer describes Fann Summers as “a safe space for customers to learn, share and connect with other members who are also serious about the pursuit of pleasure”.

Ann Summers managing director Maria Hollins said: “Our customer is always at the heart of our brand and we’re thrilled to have launched our first ever loyalty programme. This is a loyalty scheme with a twist, Fann Summers is also a community – a safe space for members to seek and share advice. We are here to support, inspire and liberate every woman and Fann Summers is the perfect platform for that.”

The platform is hosted by TokyWoky; co-founder Quentin Lebeau added: “We’re excited to work with Ann Summers. Firstly, because they share our vision that community is the new loyalty. Like us, they are convinced that their customers deserve a place where they can interact, learn from each other, share content whilst getting rewarded for their contributions.

“Secondly, because it is a new sector for us and early metrics are showing us it’s got massive community potential. We’re looking forward to tracking the impact community will have on conversion and loyalty for all its members.”

According to a one study by the retailer carried out at the height of the Covid pandemic, Brits used the outbreak to explore a new kinkier and more adventurous bent, with sales of anal toys and BDSM gear spurting in end of year sales in 2020 compared to the previous year.

The study, which was published during the second lockdown, showed sales for the PU Paddle, a leatherette paddle for spanking, increased by 802% during the year, while the Booty Blue Beginner’s Butt Plug also saw an increase of 137%.

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