Case Study: Ann Summers achieves up to 230% conversion increase with Trustpilot Product Reviews

How Ann Summers used product reviews to increase sales by 230%

Ann Summers, a British retailer of lingerie and sex toys with more than 120 UK stores and ~£110m in revenue, wanted better customer insight to improve products, the online shopping experience, and sales. The business needed to understand how product feedback influenced purchasing decisions and where to prioritize improvements.

Ann Summers implemented Trustpilot Product Reviews across product pages, marketing and customer service, using reviews to identify issues (leading to videos and manuals), evaluate third-party products, and display ratings in listings and emails. The outcome: product reviews boosted conversions dramatically—up to 230% for 5-star items versus no reviews (no reviews to 1-star = +76%, average 4.5-star ~+218%)—along with higher email engagement and clearer product development insights.

Ann Summers

Karen Hitt

Senior Online Merchandiser