Australian retailer Cotton On has selected customer feedback management platform InMoment to consolidate all customer experience (CX) intelligence efforts across the organisation’s eight distinct brands and multiple markets.

The Cotton On Group has grown to almost 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.

Prior to signing with InMoment, Cotton On tested a basic feedback program within its ecommerce business. In just 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.

Inspired by this initial success, the company created a plan to scale the initiative across the family of brands, and sought 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. The technology in this space is amazing and we know it will only become more powerful,” said Peter Hutchison, Group Head of Digital Customer Experience.

“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.”

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