Cotton On records rise in customer value with mobile apps

11 May '20

3 min read

Pic: Poq

Global retailer, Cotton On group, since launching its first iOS mobile apps in New Zealand, Australia and in the United States, has experienced a significant increase in average customer value, with customers engaging more frequently across stores, web, and app. Cotton On Group is a leading retailer, known for its fashion clothing and stationery brands.

Shoppers can now easily engage with the brand in a way that is convenient and suits them. This has helped to increase registrations of the company’s popular loyalty programme, Cotton On & Co. Perks, which currently has more than 8 million active members globally and is growing daily.

With enhanced product discoverability and store stock checker functionality in the app, customers are more encouraged to visit stores to complete their purchases. This is another example of how the Cotton On group is providing its customers with the tools to devise their own shopping journey, satisfying their individual needs, according to a press release by Cotton On.

The group leveraged Poq, a native SaaS mobile app platform for retail, to launch its apps.

“The business designed its ideal customer journey and concluded that its strategy would be customer-centric and not focused on channels. This focus on creating connected experiences, has seen the app feature as a core part of this strategy. Shoppers are spending more and more time on their smartphones, and Cotton On wants to provide a mobile shopping experience that meets our customer’s expectations. However, we’re also looking to our app to drive more traffic into our stores and since launching the iOS apps in November 2019,” Brendan Sweeney, the group’s general manager of ecommerce said.

“We have found that our app customer – whether they also shop in-store or online, are the shoppers that engage most with our brand, creating a truly omni-channel experience. In fact, this was a very high priority for us. We sought a partner that really knows the fashion retail space and could advise us on the best course for our app strategy. We’re confident that Poq will help us meet our mobile channel growth goals, including making our loyalty program more accessible to shoppers,” Sweeney added.

Due to the success of its iOS app, Cotton On will be releasing the app to its Android customers later this year so all customers can benefit from the enhanced shopping capabilities. Furthermore, the business will utilise the new Android app to empower in-store team members with the ability to carry out stock checks in real-time on the shop floor, allowing them to spend more time with the customers and continue giving them a great shopping experience.

“At Poq, we’re working with our customers to build the future of app commerce and couldn’t be more thrilled to be working with a forward-thinking retailer like the Cotton On to partner with on its shopping apps. It’s great to see established retailers recognise how apps can be central to end-to-end business strategies and customer-centric approaches,” Helen Slaven, chief revenue officer, Poq said.

Fibre2Fashion News Desk (GK)

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