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Cotton On invests in customer experience

Cotton On Group is launching a new customer experience intelligence platform across its brands in a sign of its commitment to putting customers first.

Cotton On will use the InMoment customer experience platform to collect more information and improve its personalisation.

Cotton On Group head of digital customer experience Peter Hutchison said the platform will initially focus on providing insights into customer behaviour to in-store teams across the retailers almost 1500 locations.

“It’s still by far where we can have the greatest impact, but also because our online businesses already has a reasonably effective, albeit very basic customer feedback program in place,” Hutchison said.

Prior to signing with InMoment, Cotton On tested a basic feedback programme within its online business, and acquired more than 500,000 feedback points – as well as significant insights into how to improve both the customer experience and financial outcomes.

Inspired by this success, the company created a plan to scale the initiative across its family of brands.

InMoment chief executive Andrew Joiner said that retailers that focus on the customer experience are disrupting and leading the industry, while many traditional players struggling.

“Brands like Cotton On are thriving in this new approach,” Joiner said.

“Taking this next step to bring modern technology and advanced data science to the art of customer understanding will ensure the brand maintains its market prowess and growth.”

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