Summits Yellow

Lingerie brand Lovehoney adopts personalised messaging for on-boarding new customers

David Murphy

Lingerie and adult gift retailer Lovehoney has partnered with personalisation experts Monetate to add personalised messaging to its online store, with the aim of improving the customer experience, welcoming new visitors and keeping exciting customers engaged.

The adult retail industry faces a unique challenge with new customer acquisitions, with first-time buyers often having worries when it comes to the issue of whether their purchase choice is ‘normal’. Using Monetate’s technology, Lovehoney has added messaging such as “485 visitors have viewed this product in the last 24hrs”, providing guidance and support for new customers.

Lovehoney has also worked with LeanConvert, a customer experience optimisation consultancy, to engage customers, drive sales and improve completed order conversion rates, all of which has driven higher revenues for Lovehoney. Using the Monetate platform and its Session Stream API, LeanConvert created a live feed of data to highlight the popularity of the product being viewed, easing consumer insecurities and facilitating an easy purchase process through ‘social proof’.

As a result of the personalisation, Lovehoney has increased the order conversion rate for new visitors by 7.37 per cent, and customer segments saw a four per cent uplift. By knowing the unique challenges it faced, Lovehoney was able to deliver the right content at the right time to help first-time buyers overcome any hesitations at point of purchase.

“We strive to provide world-class service to our prospects and customers in every way, across all channels,” said Matthew Curry, head of eCommerce at Lovehoney. “By using powerful data, insights and personalised experiences, we were able to give existing customers and new visitors the confidence to make their purchases.”