Business and $600,000,000 in Sales: A Chat with Rob Godwin of Lovehoney

The Smartest Podcast

A Deep Dive into the Legitimacy of Lovehoney
with Rob Godwin
If you're interested in the world of Ecommerce and sex toy retail, there's a good chance you've heard of Lovehoney. Founded in the UK in 2002, the company has become one of the biggest players in the industry, offering a wide range of products for pleasure seekers of all stripes.
In this episode of the Smartest Podcast, John interviews Rob Godwin, the Australian Director Head of Lovehoney, one of the largest online retailers of sex toys and adult products in the world. In this post, we’ll take an in-depth look at what it takes to start, grow and sustain a successful online business.
Link to Video ---> https://youtu.be/UvQ4Y-Inh_g
0:25 John introduces Rob Godwin
5:12 John asked Rob if it this could be a legitimate business
8:04 Rob tells the differentiate between Lovehoney to other competitors
12:34 Does Amazon in their area compete with them?
15:20 Important factors in marketing insights from Rob
20:26 How Rob attribute sales to marketing events
23:50 What happened in 2020?
Rob Godwin’s journey at Lovehoney began nine years ago when he founded the company from his spare bedroom. Today he heads the commercial operations of the brand, enabling a smooth and efficient delivery of products around the world. But Rob’s credentials and passions extend far beyond commercial operations. He is an accomplished boxer who has won seven matches, demonstrating the discipline, commitment, and grit that has undoubtedly helped him in his entrepreneurial and corporate endeavors.
As the Director Head of Commercial Operations at Lovehoney, Rob leads a team of highly skilled individuals focused on making customers happy every day. His vision and mission for the company is to continually innovate and design products that respond to the needs of people. He seeks to make Lovehoney a brand that is not only versatile but also inspiring, standing out in the market as a purveyor of sexual happiness.
In addition to its rising popularity, the sexual wellness business also has the potential to boost not only your physical health but also your mental health. It can help you feel more in control of your sexual experiences and connect more deeply with yourself and your partner. Health experts have also noted that sexuality is linked to overall health and wellbeing. Sexual wellness businesses can, therefore, contribute positively to your overall health and wellness.
With the increasing demand for sexual wellness products and services, the industry is poised for continued growth. As Rob stated, in the next five years, sexual wellness businesses are expected to penetrate even more markets. They will be present in every high street, supermarket, pharmacy and major retail store. The growth of the industry also means more job opportunities for people, especially for those passionate about promoting sexual wellbeing.
Lovehoney was founded on six core values back in 2002, with a mission to become the "sexual happiness people." As Rob explains, this means that their ultimate goal is to deliver happiness. This focus on positivity and enjoyment is truly unique in an industry that can often be associated with shame or discomfort.
Furthermore, Rob stresses the importance of staff happiness at Lovehoney. "If staff are not happy, then we may be doing something wrong," he says. This translates to outstanding customer service, with representatives available 24/7 to assist with any questions or concerns. Unlike some other brands in the sexual wellness space, Lovehoney makes customer satisfaction a top priority.
Another standout feature of Lovehoney is their hundred day money back guarantee. This generous policy ensures that customers can feel confident in their purchases, without fear of wasting their money. It also speaks to the brand's commitment to quality and customer satisfaction.
Amazon as a Competitor?
According to Rob, Amazon isn't just another competitor, but also a customer. He explains that Amazon's focus on distribution and their Prime membership program have enabled them to win over customers with fast and reliable deliveries. However, Amazon's Prime members also shop at other businesses in the area, helping to generate revenue for other local businesses. The key is to understand that Amazon is not just a competitor, but also a potential partner that can help drive business growth.
The key to competing with Amazon is to focus on distribution. Amazon has mastered distribution, and businesses need to match or exceed their customer reach. One way to do this is by leveraging Amazon as a distribution channel. By partnering with Amazon, businesses can tap into their vast customer base and extend their reach.
Rob notes that Amazon goes the extra mile to keep their customers happy. They do whatever is necessary to ensure customer satisfaction, such as offering easy returns, excellent customer service, and even making same-day deliveries. Businesses need to focus on creating exceptional customer experiences and go beyond what is expected to compete with a giant like Amazon.
Important Factors in Marketing
One of the most critical factors in marketing, according to Rob, is coordination across all channels. In today's world, companies need to have a multi-channel marketing approach to resonate with audiences effectively. Rob's team uses TV adverts, both free to air and on channels like Fox, digital marketing, social media, radio, and influencer marketing. This ensures maximum reach with your desired audience. With the right direction and coordination, it is easier than ever to create an effective marketing campaign through different channels.
Another aspect that Rob values is creating experiences to engage with customers. One example of this was the launch of Marilyn Monroe's collection. Rob's team hired out an entire cinema in Sydney to create an exclusive event. They also recently held a Museum of Erotic Art where they auctioned off these artworks for charity. Rob's team created a fun and engaging way for customers to experience their products, creating unforgettable experiences that help to build brand loyalty and increase engagement.
Attribution Model
Before attributing sales to a marketing event, it’s essential to have an attribution model in place. An attribution model is a set of rules or a methodology for assigning credit to sales, leads, or conversions generated by different marketing channels. There are various attribution models to choose from, including last-touch, first-touch, linear, and positional. Companies can select an attribution model based on their business goals, customer journey, and marketing strategy. Having a clear attribution model will help evaluate the impact of marketing events and optimize your marketing campaigns.
Lovehoney in 2020: A Look Back at the Year
Lovehoney saw significant growth in sales and became the biggest supplier of adult toys in the UK. However, in 2020, the company faced a unique set of challenges that made things harder for everyone. Despite this, the team worked hard to keep the business going and managed to stay on top of their game.
One of the highlights of the year was when Lovehoney won the Hall of Fame Award. This award is given to the most successful businesses in the adult industry and recognizes those who have made significant contributions to the industry. Love Honey's win is a testament to their commitment to quality and innovation in their products.
Another notable development in Lovehoney in 2020 is the way the company gave back to the community. They donated a portion of their profits to various charities, including those that help people who are struggling due to the pandemic. Rob Godwin believes that being good to the community has a positive effect not only on the business but also on the people who work there.
Conclusion
Rob Godwin’s contribution to Lovehoney’s success cannot be overstated. His leadership and focus on delivering growth and profitability while also ensuring exceptional customer experiences have been instrumental in the company’s rapid rise to become the global leader in delivering sexual happiness. It is his passion for innovation and commitment to excellence that has helped to make Lovehoney the household name that it is today. We can all learn a great deal from Rob’s story and his dedication to excellence in everything he does.
If you would like to learn more about Rob Godwin, please check out his profile on LinkedIn. You can also stay up to date with Lovehoney’s latest products and events by visiting their website.
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