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