InMoment is a cloud-based customer experience intelligence platform. Cotton On signed with them four months ago, and then spent a month on execution. This follows Cotton On earnestly pursuing online and expecting it to be 30 per cent of growth next year by adopting a full-funnel approach to digital encompassing four strategic pillars. Obtaining more customers, engaging better, and then transforming and holding them at higher numbers. The digital team spent the last year re-platforming the ecommerce site onto Salesforce Commerce Cloud to drive efficiency and better technical capability, as well as better engage, convert and care for customers.

Cotton On tested a basic feedback program within its ecommerce business, before signing with InMoment. The company received more than 500,000 feedback points and significant insights into how to improve both the customer experience and financial outcomes in two years. Influenced by this success, the company created a plan to scale the initiative across the family of brands, and sought a scalable enterprise solution to address this.

Peter Hutchison who is the Cotton On group head of digital customer experience, said he wanted a partner that can move with the group on the CX journey, because the better they understand what customers think about feel about their experiences, the better the group can serve them.

Hutchison said that, “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," Also, "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. We are already quite a customer-centric business, but we used instinct, years of experience and sales data to determine what our customer thinks and feels.“ Whether a customer did or didn’t buy something is not that telling of what we need to improve. InMoment is really about getting that actual feedback from the customer, similar to if we stopped customers in store, and getting that in scale."

At a global level, getting those messages right and whose responsibility is to fix, is harder, Hutchison continued. He said that, "At a head office level across all of our businesses, we wanted to know what are the key things hindering us or impeding on CX, and then at store level how to know whether team is performing well on the ground or if there are things we need to fix.”

The Cotton On Group at present has around a 20 per cent share of the fast fashion market.

Customer experience is pivotal for brands moving into the future, as consumers show less interested in products and more interested in experiences. This was one of the key drivers for Cotton On to recently implement InMoment to consolidate all customer experience (CX) intelligence efforts across the organisation’s eight brands including Cotton On, Cotton On Body, Cotton On Kids, Factorie, T-bar, Rubi Shoes, Typo and Supré and multiple markets.