Ann Summers has taken a unique approach to loyalty by introducing a brand-new interactive community platform for its customers, Fann Summers. The new programme 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.
Rewards vary from early access to sales, the chance to become a toy tester prior to launch, 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 roleplay 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.
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!”
TokyWoky is the platform’s host and has experience of working with 130+ brands on customer engagement programmes. Co-founder, Quentin Lebeau shares: “We’re very 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 from the launch 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.”
