Ann Summers, the iconic underwear leader in the UK, has taken an innovative approach to loyalty by introducing a brand-new interactive community platform for its customers, built on TokyWoky's unique solution.
Fann Summers launched on Monday 7th February, ahead of the Valentine’s Day peak and has seen 800+ members sign up in its first week.
Community is the new loyalty
Fann Summers gives members the opportunity to complete missions to earn points (or carrots as Ann Summers calls them) and get rewards, plus gain a higher status in the community. This is a great opportunity to seek-out and champion existing brand advocates and inspire new ones, creating a VIP experience for all members.
Managing Director, Maria Hollins says “Our customer is always at the heart of our brand and we’re thrilled to have launched our first ever loyalty programme, Fann Summers. This is a loyalty programme with a twist, Fann Summers is also a community - a safe space for members to seek and share advice on a range of sexual pleasure topics and Ann Summers products. We are here to support, inspire and liberate every woman and Fann Summers is the perfect platform for that!”
Gamifying the customer experience
Rewards vary from early access to sales, the chance to become a toy tester, special VIP gifts for top members and exclusive access to business insider events. Users can also join discussion boards to chat about various topics, from bondage 101 to role-play and toys. Fann Summers is a safe space for customers to learn, share and connect with other members who are also serious about the pursuit of pleasure!
TokyWoky is the platform’s host and have experience of working with 130+ brands on customer engagement programmes. Co-founder, Quentin Lebeau shares, “We’re very excited to work with Ann Summers. 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. We’re looking forward to tracking the impact community will have on conversion and loyalty for all its members.”
About Ann Summers
Ann Summers is a business led by women for women, encouraging sexual wellbeing and dominating the market as the industry experts since 1972. With stores across the UK, a strong online presence, thousands of direct selling ambassadors and a vibrant and growing wholesale business, the iconic brand strives to continue pushing the boundaries, empowering women, changing perceptions and leading the conversation around female pleasure.