Lexer And Cotton On Announce eCommerce Partnership

Lexer has confirmed its selection as the CDXP partner for Cotton On Group’s eCommerce site across nine different regions and for all eight brands within the Group.

Cotton On Group includes the brands Cotton On, Cotton On Kids, Cotton On Body, Rubi, Typo, Factorie, Supre, and Ceres Life.

Customer experience is the new battleground for many within retail as reports predict that between 2020 and 2024, the global investment in digital transformation will almost double. Marketers seek to be empowered by comprehensive, yet easy to use customer data platforms to create the technologically enabled experiences that will drive business growth with many believing it also strengthens customer relationships.

Cotton On will use Lexer’s CDXP to better understand its customers at an individual level and use that insight to build more relevant, personalised communications through the customer’s preferred communication channel.

Brendan Sweeney (pictured), Cotton On Group general manager eCommerce, said: “We understand that customers, more than ever, crave flexibility in where and when they shop. 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.”

Retailers are recognising that great brands are built on great customer experiences, and as a result, CDXPs are experiencing accelerated adoption across the sector. Competition and the cost to acquire new customers are rising, and customer retention strategies that enhance lifetime value are in the limelight.

Serving as a central source of truth, Lexer makes the customer data required for omnichannel personalisation accessible to all teams, from customer service to marketing and advertising.

Nick Hinsley, VP Retail at Lexer, said: “Cotton On has been a part of many of our lives here in Australia while we’ve grown up. And I can’t wait to help one of the largest clothing brands here and internationally 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.”

Other progressive retailers, such as The Iconic, Sur La Table, Zimmermann, and Ripcurl have adopted the platform to house their customer data because it also offers measurement, insights, and activation workflows while enriching customer profiles with retail attributes and proven playbooks that enable their marketing teams to make a bigger impact every day.

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