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What Cotton On is doing to drive 30 per cent digital growth in 2019

Cotton On is looking to adopting a full-funnel approach to digital encompassing four strategic pillars: Acquiring more customers, engaging better and then converting and retaining them at higher numbers.

To do this, the digital team spent the last year re-platforming the ecommerce site onto Salesforce Commerce Cloud. It’s a move Hutchison said was needed to drive efficiency and better technical capability, as well as better engage, convert and care for customers. Cotton On was previously a Demandware (now Salesforce Commerce Cloud).

“We knew the technology we had wouldn’t support us to get to our growth target of 30 per cent online. It literally wasn’t supporting us in peak sale events, but it wasn’t going to support the underlying growth strategy either,” Hutchison said. “We were struggling to get the customer experience we wanted and needed to be competitive. Also, we’re a big business with seven brands, eight including the charity, and there are always new things on the horizon.