{"id":4268324,"date":"2021-04-01T09:59:39","date_gmt":"2021-04-01T07:59:39","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/designing-a-diverse-commerce-customer-experience\/"},"modified":"2025-12-08T11:17:29","modified_gmt":"2025-12-08T09:17:29","slug":"designing-a-diverse-commerce-customer-experience","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-au\/case\/designing-a-diverse-commerce-customer-experience\/","title":{"rendered":"A diverse commerce customer experience"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\n<\/button>\n\t\tAnn Summers\t<\/h2>\n\t\tA diverse commerce customer experience\t<\/h1><\/div>\n\n
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\n\t\n\t\tAnn Summers<\/a>\u00a0is a British multinational retailer specialising in sex toys and lingerie. Since its first store opened in London in 1970, the brand has trailblazed its way to dominating the industry with innovative product development and a daring brand proposition. Ann Summers now operates 144 high street stores supported by a growing e-commerce business. As Ann Summers\u2019 digital estate evolves, the retailer wanted to ensure it fully reflected its brand values. It turned to DEPT\u00ae to redesign its website and onsite customer experience, in line with its 2020 brand refresh.\t<\/p><\/div>\n\n
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\n\t\t\n\t\tDesigning for a broad audience\t<\/h2>\n\t\t\t\t\t
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\n\t\tAnn Summers is a brand for everybody; it has been advocating for sexual liberation and fighting against body image preconceptions since its inception. The design of its website needed to communicate this message with an inviting aesthetic that appeals to a diverse audience. Our designers embraced an image-heavy approach to express its brand personality in an energetic real-life context, celebrating different types of relationships and body types.\t<\/p><\/div><\/div>\n\n
\n\t\tA collection of images and videos were shot specifically for the website, depicting various adult age groups, body shapes and skin colours. These were strategically placed throughout the website, appearing natural in a visual hierarchy supported by alike information, allowing the user to easily find what they\u2019re looking for.\t<\/p><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t