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

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Gartner: Digital isn't enough of a superpower for CMOs anymore

Read more

I normally don’t feel comfortable investing online but because the company I worked for downsized due to the pandemic and I was one of th...

Dave Sigurd

CMO's top 8 martech stories for the week - 9 June 2022

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Creating a marketplace for wellness

Read more

A solution for an retail industry data extraction.

"e-Scraper" Data Extracting

​Catchoftheday launches fee-based online shopping club

Read more

As an ex employee of 4 years during the growth of the company, I can say that the new management has benefitted the company tremendously,...


How JobAdder's CMO is bringing the human truth to B2B rebranding

Read more

Blog Posts

2 hidden ingredients for leadership success CMOs need to know

Your success as a senior marketing professional has much in common with your success as a leader. Both marketing, and leadership activities, depend on building trust, encouraging action, and reliably fulfilling promises that have been made.

Gerard Penna

Leadership advisor, coach

How shifting economic trends are impacting digital media

Between further interest rate rises, inflation​, empty shelves, extortionate lettuce prices, supply chain issues and the barely believable events in Eastern Europe, the past six months there’s been a cacophony of environmental factors.

Kieran Reed

Senior digital manager, Alpha Digital

5 ways to turn imposter syndrome into confidence and conviction

Imposter syndrome. That feeling others will discover you are actually not as good as they expect, and at any point you will be exposed and ridiculed as a fraud. If you can relate to this, then you are not alone.

Rowena Millward

Author, consultant

Sign in