Cotton On Moves to Improve Digital Customer Experience

April Davis By April Davis | 02 Oct 2018

Cotton On has reportedly joined forces with a new customer feedback management provider to help grow its eight distinct brands in the global marketplace.

In a bid to consolidate its customer experience intelligence efforts across all of its brands and platforms, Cotton On Group has teamed up with CX intelligence business, InMoment.
According to Peter Hutchinson, the group head of digital customer experience at Cotton On Group, the business needs to understand its shoppers if it wants to continue meeting and predicting customer needs.
“The better we understand what our customers think and feel about their experiences with us, the better we can serve them,” he says.
According to Cotton On, the CX intelligence solution the brand utilises will play a big role in helping it implement a global customer-first strategy.
“We wanted a partner to move with us on this journey, ensuring we understand that our more than 17,000 team members are armed with the insights to consistently focus their efforts on what matters most,” Hutchinson says.

Cotton On global customer experience

Peter Hutchinson, the group head of digital customer experience at Cotton On Group


As part of Cotton On’s new partnership with InMoment, the company will reportedly be using modern technology and advanced data science to understand its customer-base and implement online and in-store strategies to maintain and grow, its 20 percent share of the fashion industry.
“In the retail industry – as well as other sectors – new entrants focused uniquely on the customer experience are disrupting and leading, leaving many traditional players struggling,” Andrew Joiner, the CEO of InMoment says.
“Brands like Cotton On are thriving in this new approach. The company’s deep commitment to delivering value to their customers is part of their DNA.”
This news comes after Cotton On partnered with payments platform, Adyen last month in a bid to expand and enhance its international payment capabilities.
The retailer, which currently has 1500 stores across 12 countries and eight brands, as well as a strong e-commerce presence, has been taking steps to improve its global and online footprint in recent years.
A mobile-first strategy, partnership with online apparel marketplace, The ICONIC, and improvements to its online platform over the last 12-months are all playing a vital role in the company’s expansion plans.
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