How clothing retailer Cotton On fixed its online path to purchase

Brooke Hemphill

Cotton On, the Australian clothing retailers, sought to fix its online path to purchase by focusing on a better customer experience.

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...

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