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Ann Summers
Benefits of Our Transformation
A diagnostic programme to establish a baseline view of customer behaviour, channel performance and conversion, creating a roadmap for data-driven growth.
About Ann Summers
Ann Summers is a well-known UK retail brand with an evolving ecommerce capability operating in a highly competitive digital market. Beyond supported Ann Summers to better understand the health and performance of its online business through customer, commercial and web performance diagnostics.
Results That
Matter
3
Diagnostic focus areas
Modular analytics healthcheck
Approach
Prioritised plan for data-driven tools
Roadmap output
Single version of the truth
Target outcome
The Opportunity
Ann Summers recognised that it did not yet have a strong enough view of how customers behave across the digital journey, from acquisition and browsing through to conversion and repeat purchase. The business needed a structured baseline view of performance, competitor benchmarking, and a clear set of priorities to guide investment in analytics and customer-driven tools.
Solutions Delivered
Beyond delivered a modular ecommerce diagnostic approach, connecting customer, transaction and behavioural data to reveal performance drivers and identify quick wins, targets and a practical roadmap for growth.
Established a top-line baseline view of customer performance across visits, browsing, conversion, sales, profit and customer trends over time
Profiled customer behaviour to understand who Ann Summers’ customers are, what they buy, how they shop, and how loyalty and repeat purchase are evolving
Assessed online trading performance using competitor and market benchmarking, including acquisition channel performance and demand generation effectiveness
Identified key strategic priorities and quick wins across commercial performance, customer experience and web journey optimisation
Defined appropriate targets and success measures using historic performance trends and customer-type benchmarks
Created a roadmap for the prioritisation and development of customer data-driven tools and models, including propensity modelling and ongoing tracking
Recommended a shift away from siloed reporting towards a single, commonly understood version of the truth to support habitually customer-centric decision-making
Results & Impact
Ann Summers gained a structured understanding of ecommerce performance drivers and a clear set of priorities for improving conversion and repeat purchase. The work established a practical roadmap for embedding customer insight into trading decisions and scaling analytics capability beyond ad hoc reporting.
Lesson Learned
Ecommerce growth accelerates when businesses stop relying on fragmented reporting and instead build a consistent performance baseline, clear targets and a roadmap of measurable interventions. Customer behaviour insight is the foundation for smarter acquisition, better conversion, and sustainable repeat purchase.
“Beyond helped us quickly establish clarity on the health of our ecommerce business and what to focus on next. The diagnostic approach connected customer behaviour to commercial performance and gave us a practical roadmap to improve conversion and repeat purchase.”
Senior Stakeholder, Ann Summers
