Lovehoney goes mobile-first to support its eCommerce growth


Lovehoney goes mobile-first to support its eCommerce growth

Lovehoney has partnered with Astound Commerce to create an agile, mobile-first eCommerce platform that aims to improve the customer experience for smartphone shoppers.

Multiple lockdowns have led to a surge in demand for the ‘sexual happiness’ retailer’s products and lingerie, with the company reportedly on track to achieve £150-£200m turnover for the current financial year (up from the £104.7 million it posted in the year ending 31 March 2019). Notably, sales growth has also boosted mobile traffic considerably – with mobile now said to account for around 80 per cent of Lovehoney’s total web visits.

With its legacy website having reached capacity, Lovehoney turned to Astound Commerce to design and deliver a new scalable eCommerce platform, which could also process a high volume of editorial content. This included configuring and integrating Salesforce Commerce, CMS, and third-party technologies, including 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.

Astound Commerce also refreshed the retailer’s brand and visual identity – reimagining the typography, colour palette, graphic system, art direction and layout to make it more playful and modern to reflect Lovehoney’s role in modernising the adult sector.

The US site went live in October last year, with the UK and rest of world sites launched early this year.

Debbie Bond, chief operating officer at Lovehoney, commented: “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.”

Terry Hunter, Astound Commerce UK MD, said: “This was a significant project for Astound, drawing on expertise from across our different areas of specialism across the agency.  Lovehoney has an ambitious growth trajectory, so we knew we needed to create and integrate a best-of -breed tech stack that could live-up to and exceed its aspirations, regardless of the device on which a customer shops, and grow with them in the future.”

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