(Note: This story is by Jade Bawa, sales executive from Lovehoney, and appears in the June issue of STOREROTICA Magazine)
Lovehoney highlights some offerings from its Happy Rabbit collection to appease couples — for quarantine play or otherwise.
In a time when the COVID-19 pandemic has forced lockdowns of varying degrees globally, couples have never been more of a potential market for adult retailers.
The couples audience continues to grow in prominence in the trade market as they start to realise the benefits that sex toys can bring to their shared sex life, and that they’re not just great for solo play. This all goes hand-in-hand with potential for sales growth, interest in the product and an appetite for growing loyalty with a brand that is taking the time to speak to them.
Lovehoney is always looking at how we can best speak to the couples market and help retailers improve their relationship with this audience, whether that’s through our new Happy Rabbit collection for couples or through online employee training, such as our courses with Williams Trading Co.
Lovehoney targets the couples market by being clear and confident with our product descriptions, packaging and the service we have to offer. This, alongside a targeted marketing approach has helped to build a strong relationship with this audience.
In the current climate, with many stores closed due to the COVID-19 pandemic, we are highlighting to retailers that high quality photography, video content, web banners and social media friendly images are available for download from the Lovehoney B2B website. All of these assets are a great way of drawing customers in and clearly communicating the benefits of the products.
Additionally, clear and concise instore merchandising materials offer sales help in multiple languages and easy to understand key feature logos.
We also like to think of ourselves as a bit of an expert on our customers — 18 years of product development and feedback via customer reviews has enabled us get closer to our customers and understand what drives their sexual happiness. That’s allowed us to constantly develop and improve upon our products, including the Happy Rabbit range, to meet the needs of the couple’s market effectively and successfully.
Some of our top products for couples include:
• Happy Rabbit Rechargeable Vibrating Strapless Strap-On Pink – Customers can now tumble down the rabbit hole together and explore the unbelievable intimacy of the Happy Rabbit Strapless Strap-On. Enjoy strong vibrations for two with 12 tempting vibration modes in the larger, penetrative shaft and three satisfying speeds in the small shaft.
• Happy Rabbit Rechargeable Vibrating Strap-On Harness Set – Perfect for couples play, the new Happy Rabbit Strap-On Vibrator offers a huge 15 vibration functions in the five inch shaft, and comes with a fully adjustable harness. In classic Happy Rabbit style, this strap-on also features vibrating ears for clitoral stimulation.
• Happy Rabbit Rechargeable Wand Vibrator – The luxurious Happy Rabbit Wand combines the iconic rabbit ears with the ever-popular power of a massage wand for intense external stimulation and features 10 tempting vibration patterns, each with three powerful speeds.
• Happy Rabbit Silicone Zip Storage Bags – The new Happy Rabbit storage bags come in three sizes, small, medium and large, and are designed to perfectly fit different toys in the range, making it the perfect accessory for customers who are fans of the Happy Rabbit brand. They’re also made from silicone, making them easy to clean with just a wipe!
When it comes to effectively targeting the couples market, be sure you know what they’re looking for. Understanding your customers better can only help with more business — and happier buyers. It’s also key to provide good service throughout the buying journey — which can result in stronger customer relationships and repeat buys, as well as new sales generated through positive word-of-mouth recommendation.
For more information, visit lovehoneytrade.com.