Ann Summers transforms its digital landscape

Ann Summers has announced the re-platforming of its ecommerce site, annsummers.com.

Nine months in the making, the re-platform allows Ann Summers to continue its online sales growth and invest in the digital side of the business.

Designed in-house in collaboration with software technology company Demandware, the new website features an improved basket and check-out experience, improved search and merchandising capability and an enhanced promotional engine.

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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.

“The launch onto the Demandware 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.”

Re-platforming is the process by which an ecommerce site moves from one platform to another, when managing upgrades or revamps becomes difficult.

Often older platforms will struggle to scale with the demands of growing businesses, whereas modern platforms will be more futureproof.

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