case study

Driving AOV and conversion with Buy Now, Pay Later at Ann Summers

The challenge

Buy now pay later (BNPL) is currently one of the fastest growing payment methods online, which  provides customers with the flexibility and opportunity to be able to better manage their cash flow. Ann Summers wanted to successfully be able to offer their customers the option to buy now and pay later using popular provider Klarna.

With the support of the team at, Ann Summers tasked us with drawing attention to Klarna as a payment method, especially for consumers whose purchase intent signals had reduced during their session journey.

Capturing these consumers and showing them how they could spread their payments over multiple months would, in theory, result in a higher uptake of orders and equally an upside on average order value.

Campaign build:


Less than 1% of total traffic

Exit intent triggers

Dynamic basket campaign

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