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Lovehoney turns on new platform to cater to 80% mobile traffic and editorially-led sales push

Lovehoney: coming to Tescos

Lovehoney, the sexual wellbeing brand and online retailer, is going mobile-first as it sees 80% of its traffic coming from smartphones in the Covid ecommerce boom and an increasing need for editorially led content to help make the sale.

With the accelerated rise in ecommerce as the channel of choice for shoppers globally, Lovehoney recognised the need to digitally transform and provide an easy to use and compelling mobile experience. 

Additionally, it wants to enable its operational team to focus on delivering outstanding customer experience while at the same time gathering insights to improve the user experience and increase online revenue.

With its legacy ecommerce platform reaching its capacity and no longer able to scale and with editorial content playing a central role in supporting the retailer’s aim of normalising sexual desire, Lovehoney has changed platform.

As a result, the retailer has partnered with digital commerce agency, Astound Commerce, to create a modern, agile and mobile-first platform designed with customer experience at its heart, laying the foundation for future growth, say the company.

With informative, fact based and playful editorial content key to removing stigma and increasing consumer confidence when purchasing, Astound Commerce recommended the Amplience Content Management Solution (CMS). 

The solution, configuring and integrating Salesforce Commerce and third-party technologies, also adds Yotpo for customer reviews and loyalty, Avalara to ensure sales and tax compliance across territories and progressive payment services, including Klarna, Clearpay, PayPal and Amazon Pay, to provide frictionless payments, to create a new scalable ecommerce platform.

Taken together, this allows the Lovehoney team to create content in a standalone capacity, reducing the need for developer support while easily integrating the type of dynamic content, including podcasts, video and user reviews, needed to instil consumer confidence when purchasing products.  

The US site went live in October 2020 allowing Lovehoney to monitor performance during the crucial Peak shopping period with key learnings to be reviewed and any necessary amendments made before the UK and rest of world sites launched in early 2021.  

Debbie Bond, Chief Operating Officer at Lovehoney, comments: “Digital transformation sits at the heart of our long-term growth strategy, so it was imperative we had the right infrastructure – and the right digital commerce agency – in place to support us, both now and in the future.  The Astound team has worked collaboratively with us at every stage of the digital transformation project, providing us with the platform necessary to enable the next chapter of our amazing growth story, ensuring we fulfil Lovehoney’s ambitions for global category leadership.”

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