Ann Summers

Party Planning Like a Boss!

British multi-channel retailer Ann Summers has evolved exponentially from its initial beginnings in retail. CEO Jacqueline Gold CBE instigated the concept of party planning back in the 1980’s and now employs over 7,500 party planners all over the UK and Ireland, who at their peak were hosting circa 4,000 parties a week in the UK.  

Ann Summers screens


The Commerce Team Global was approached to revitalise a legacy system which was being used as a direct selling channel to end users – the party planners and ambassadors. The current system used was restrictive and limiting the growth of this part of the business. 


  • Poor experience for Party Planners and Ambassadors 
  • Unable to scale reach and functionality of party planning
  • Restrictive promotion and sales of products for Party Planners
  • Frustrations in the .com offering not being available to party attendees
  • Disconnected and expired data
  • Lack of visibility to trade the Party Plan business effectively


Utilising Salesforce Commerce Cloud (SFCC) a digital platform and new site was created, providing a breath of fresh air to the party planning experience. Planners and Ambassadors were now able to digitally plan parties, invite people, enable ordering, payment options, promotions and watch their commissions grow with a tiered approach to their Sister Connect – Reward Program. 

What does this mean for Ann Summers? They are now able to scale operations to over 10,000 Party Planners and Ambassadors!


The Party Planning role for many is a full-time business, part-time job, or hobby to earn at a time when people are seeking additional income streams. The Commerce Team Global has helped to increase engagement from the Party Planning business translating to real terms growth and replicated the experience from the .com to the direct selling channel as a result. 

ann promo Ann Summers layout Ann Summers lingerie shot Ann Summers site ann set

As we continue our digital transformation journey, we know we are in capable hands with The Commerce Team Global. The team’s expertise and support when it comes to Salesforce Commerce Cloud is immeasurable. We look forward to our continued partnership to continue our growth digitally.

Parmjit Chohan, Digital Product Owner, Ann Summers


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