11 minute read
Feature - COVID and Couples
HOW COVID LOCKDOWN HAS AFFECTED THE COUPLES MARKET
Lovehoney’s Global PR Executive, Ellie Ford, shared with us their recent Lockdown survey results and sales data on products and categories during COVID.
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What were your findings from your recent Lockdown survey?
With stay-at-home orders stemming from the Covid-19 pandemic meaning that many couples faced staying at home together for months on end, as well as predictions of a coronavirus-induced baby boom, we couldn’t help but wonder how this had impacted the sexual behaviours of our audience globally. This is where our Lockdown survey came into play.
The findings were very much similar globally and one of our favourite discoveries was that 4 out of 10 Australians agree the lockdown had improved the quality of their sex life, with almost half reporting it had provided the opportunity to try new things in the bedroom sexually. We also revelled in the majority (74%), stating they will continue with their spicier sex routines once the crisis ends.
What effect has lockdown had on buying habits?
Couples’ toys such as strapons have proved very popular during this period, which we think reflects more advanced sex moves such as pegging are on the rise, as people are wanting to mix things up a bit.
Adventurous sexual ventures were also reflected in the 90% uplift in sales for the Fifty Shades Of Grey range, which we saw year on year, during the lockdown period. It was not so surprising that the range had been whipping people into a frenzy during lockdown as the range is designed with couples in mind, as well as the passions of Ana Steele and Christian Grey from the bestselling novel.
Remote control operated toys have also been taking couplesplay by a storm, while they are looking to explore new sexual products and experiences around the house.
Not forgetting the couples who were separated due to travel restrictions, our lockdown survey also revealed that sexting and video sex is having its heyday in keeping the fun alive in couple’s sex lives. The technology usage hasn’t stopped there, as app sex toys are seen to be one of the biggest trends at the moment. The interactive quality makes it feel intimate and fun, no more how far apart you are.
How important is the couple’s audience for a trade market?
Even without the pandemic we think we would have seen the couple’s audience continue to grow in prominence in the trade market, as they naturally 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 together 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 couple’s 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 US distributor, Williams Trading Co.
How does Lovehoney B2B target the couple’s audience?
Lovehoney targets the couple’s 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, www. lovehoneytrade.com. 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 for example, to meet the needs of the couple’s market effectively and successfully.
Any final words on how retailers can effectively target the couple’s market?
Just be sure that you absolutely know your couples’ market and what it is 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.
B2B’s top products for couples during lockdown
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!
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.
Fifty Shades of Grey Relentless Vibrations Remote Control Knicker Vibrator
Take intimate pleasure to another level with this sleek, saddle-shaped remote-control knicker vibrator. Put the power of pleasure in your lover's hands for the ultimate erotic encounter or go solo and delight in its 10 patterns and 6 intensity levels.
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 Rechargeable Vibrating Strap-On Harness Set
Perfect for couple’s 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. www.lovehoneytrade.com
General Sales Manager since 2011 : Michael Sonner
The Beginning
The company started in 1999 producing the first pheromone perfumes in Europe.
Premises
Our Headquarters are in Vöcklabruck, Austria. This is where we have our main Head Office and warehouse facilities. The manufacturing of all our products takes part in either Austria or Germany.
Global Market
We are now represented in 62 countries working with local distributors. We also have our own offices in Russia, China, Dubai and our newest in Australia.
Growth
Our business is growing rapidly. Up until 2011 we had mainly focused on the European erotic market establishing our brands. Whilst we did have some international product placement it was not until 2011 that we expanded our company giving life to the International brand that is seen today.
Promotion
Initially we attended all the Erotic Shows however in the last 10 years we have focused on the largest international shows such as EroFame, Shanghai Fair and other large Health Care events that are held in countries like Dubai. These events see customers from all over the world and generate greater brand awareness. We also promote our brands on Social Media platforms such as Facebook and Instagram.
Online vs Physical Store Fronts?
When we started it was all the classic bricks and mortar erotic retail stores. Now with the changes in the way consumers shop we have seen a huge growth in the online sector. Currently I would say this is a 50/50 split in our sales to the end consumer.
Founder: Alexander Klopf, Christian Huber Founding Year: 1999 City: Vöcklabruck, Austria
In many countries it is just not possible to sell products such as ours in stores so there we see all online purchasing.
Retail Support
We aim to maintain strong relationships with our retailers, providing continued assistance and support for our products. We focus on staff training and instore merchandising to help ensure successful sales. The communication with the retailer is vital, we get share our vision and give our perspective on our products and their benefits. We also then receive their feedback which is so important, they know their customers and what they are looking for, so they help us develop future products.
Distributors
We search for strong partners that believe in our products and stand behind our philosophy. Our partners need to offer support to their customers not simply add the products to their lists and then sit back. We believe that Distributors should be treated as a part of your company and we see ours as friends and often catch up outside of business.
We have known David from Windsor Wholesale and Michael from LonBrook for many years so these are who we work with to supply the Australian market. Country Specific Items
It varies so much from Continent to Continent. While XXL products and Anal Whitening Creams are top sellers in Asia, lubricants are top in Europe. Then it is Delay products in middle east and Australia is a mix of all. It really does depend on the region and their people. European Market
The traditional retail store is in trouble in Europe, the numbers are reducing steadily as more and more consumers switch to shopping over the internet. While the erotic market itself continues to grow this is through the online platform and not brick and mortar retail stores.
Brands and Product Categories
We currently have five registered erotic brands, these are HOT, ERO, Shiatsu, PRORINO and COME. Each brand has a specially selected range of products that have their own style and feel. While the packaging and the formulations may be unique to each brand the highest quality is shared by all.
Best Sellers
A Bestseller for us cannot be achieved in its first year. Once a product has had continued success in its country for five years or more then we will say this is the “Best Seller”. Some of ours are Rhino Delay Spray, Extreme Caps, XXl cream, Marathon Cream and of course Spanish Fly.
Manufacturing
What makes HOT unique in this area is that from the first idea to the final product everything is carried out by HOT employees. It is a very specialized process to create a new product and we take our time to ensure it is done right. Once all involved are happy with the results that is when we start production.
Staff
Currently we have twenty people in our Austrian Headquarters. We keep our team here small but together, with the input from our local and International sales team, we make all the decisions. The result will always be a ‘HOT’ product. I am extremely happy to now have Joy Mason on board representing our brands in Australia. We have known each other for a long time, and I greatly appreciate her expertise in the Australian erotic retail market. With her providing retailer support we can see a great future with our business in Australia.
