Sex toy and lingerie specialist Ann Summers has replatformed its website in a bid to support its global digital growth ambitions.
Ann Summers said the new site took a mobile-first approach and would enable the retailer to grow its online sales and “invest in the digital side of the business”.
The site was revamped in-house and in collaboration with software firm Demandware and ecommerce company BE Excellent. It features improved search and merchandising functionality, an improved checkout experience and enhanced personalisation tools.
Ann Summers head of online sales Andrew Fellingham said: “To succeed in today’s fast changing and dynamic digital environment, we required a scalable future-proof platform that would enhance our customers shopping experience.”
He added that the platform “provides not only the foundations to support our global digital growth ambitions, but also allows us to leverage operational benefits so we can innovate and meet the needs of our customers much faster and more efficiently.”
The retailer will be hoping the new site goes some way to help turnaround the company after its most recently published figures showed a full-year pre-tax loss of £3.6m for the 12 months to June 2014, compared with a pre-tax profit of £1.7m the year previous.
The retailer has 140 stores in the UK.