Facing the truth about the engagement and conversion on its mobile and desktop sites helped Aussie retailer Cotton On to fix its leaky purchase funnel, according to Peter Hutchinson, Group Head of Digital Customer Experience at Cotton On.

Founded in Australia in 1991, the Cotton On Group consists of seven different brands including fast fashion brand Cotton On, intimates and sleepwear brand Cotton On Body, shoe business Rubi and stationery offering Typo. Today the business has around 1,500 stores in 12 countries including South Africa, Singapore, the United States and Brazil.

While physical retail stores are at the heart of the business – and in some of the markets where it operates, there is no online sales presence – in Australia, Cotton On has an active online presence. Three years ago, the e-commerce offering of the Cotton On Group was lagging behind its competitors, Hutchison revealed at the Mumbrella’s Retail Marketing Summit in Sydney recently: “Not much of our marketing, not much of our customer acquisition engagement was working because our conversion rate was far too low,” he said.