Cotton On Group invests in CDP to enhance customer experience strategy

Aussie retailer brings on customer data platform to power personalisation

Cotton On has selected Lexer’s homegrown customer data platform (CDP) to power its customer experience and personalisation ambitions locally and regionally.

The apparel and lifestyle retailer confirmed it is bringing on Lexer’s technology to support ecommerce sites across nine different regions and eight brands within the group. This list of brands includes Cotton On, Cotton On Kids, Cotton On Body, Rubi, Typo, Factorie, Supre and Ceres Life. In total, the group operates 1300 stores in 22 countries and has 18,000 team members.

Cotton On plans to use Lexer’s customer experience data platform (CDXP) to better understand customers at an individual level and use that insight to build more relevant, personalised communications through the customer’s preferred communication channel.

“We understand that customers, more than ever, crave flexibility in where and when they shop,” Cotton On general manager of ecommerce, Brendan Sweeney, said. “Being able to have one customer data experience platform to help bring the insights across our touch points will allow us to better serve our customers while delivering an enhanced and personalised experience.

“As Lexer was created for retail first and offers real innovation options in our space, it seemed like the right choice to help us elevate our customer experience.”

The Cotton On technology rollout has already started, with the process focused on one brand at a time, starting in one country before applying to all regions. 

Headquartered in Australia, Lexer operates locally as well as across the US. In recent months, the vendor has stepped up investment into Southeast Asia, bringing on VP of the region, Ben Moreau, to spearhead regional expansion efforts.

The CXDP platform is designed to bring together the customer data necessary for omnichannel personalisation across marketing, advertising and customer service. Other retailers using the platform to house customer data and drive engagement workflows include The Iconic, Sur La Table, Zimmermann and Ripcurl.

Lexer VP retail, Nick Hinsley, was looking forward to helping Cotton On improve its offering to customers.

“We’ve seen data being able to play an increasingly vital role for retailers in understanding their customers and being able to better serve their needs and this will only continue as technology continues to proliferate its role in our lives,” he commented.  

As reported previously by CMO, Cotton On is also using InMoment’s customer experience intelligence tools to help better aggregate and analyse customer feedback to then put in the hands of its teams. Cotton On also uses Salesforce Commerce Cloud (formerly Demandware) and Marketing Cloud.

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page 


Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts



CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...


The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Great Sharing thoughts.It is really helps to define marketing strategies. After all good digital marketing plan leads to brand awareness...

Paul F

Driving digital marketing effectiveness

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in