Cotton On signs with InMoment to lift CX
- 03 October, 2018 06:05
Cotton Ohas selected InMoment to consolidate all customer experience (CX) intelligence efforts across the organisation’s eight distinct brands and multiple markets.
The fashion retailer, with headquarters in Australia, has grown to nearly 1500 locations across 12 countries and more than 17,000 team members globally.
The Cotton On Group operates eight brands, including Cotton On, Cotton On Body, Cotton On Kids, Factorie, T-bar, Rubi Shoes, Typo and Supré, and has achieved the largest share — approximately 20 per cent — of the fast fashion market. It has 250 stores in New Zealand.
InMoment is a customer feedback management provider on using CX intelligence as an essential strategy for growing and differentiating business.
The brand’s success is a reflection of its commitment to becoming customer obsessed, says Peter Hutchison, group head of digital customer experience at Cotton On.
“In every instance, we need to start and end discussions with the customer.”
Prior to signing with InMoment, Cotton On tested a basic feedback programme within its e-commerce business.
In two years, the company received more than 500,000 feedback points and significant insights into how to improve both the customer experience and financial outcomes.
The company then created a plan to scale the initiative across the family of brands, and looked for a modern and scalable enterprise solution to address this much larger opportunity.
“In InMoment, we found the right balance between an enterprise platform and the agility of a tech-lead company, giving us confidence that they can handle our scale, and also move quickly,” says Hutchison.
“The technology in this space is amazing and we know it will only become more powerful. We want a partner that can move with us on that 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.
“The better we understand what our customers think about feel about their experiences with us, the better we can serve them.”
“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,” says Andrew Joiner, CEO of InMoment.
“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. 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.”