27th October, 2017

A fresh face online!

A fresh face online: providing customers with a streamlined and intuitive experience.

The Cotton On Group have released a brand new website, encompassing five of the Group’s seven brands; Cotton On, Cotton On KIDS, Cotton On BODY, Rubi Shoes and Typo.

As part of a global rollout program, customers in Australia, New Zealand, the United States, Malaysia, Singapore and Hong Kong are the first to experience the new CottonOn & Co platform, making their online shopping experience better and faster than ever before.

CottonOn & Co

The new site has been completely re-designed and rebuilt on a world-class e-commerce platform, and has a fresh look, and a new logo: CottonOn & Co. Peter Hutchison, Cotton On Group Head of Customer Experience explains this update is to help our customers make sense of how our brands come together – The tagline accompanying the logo explains it best: 5 Brands. 1 Destination.

“On our old site, customers sometimes found it difficult to locate a specific product, and subsequently felt like they were missing out”.
says Peter. “The new CottonOn & Co site responds to this feedback by curating the best products from each of our five brands at the front and centre of the site.”

The new site features simpler navigation and higher quality product images, for our customers who want to ‘zoom’ in on the detail. And of course, everything has been meticulously optimised for mobile, which on opening weekend grew from 40 to 60 percent.

Less is more

Peter says customers demand an intuitive online experience and we have worked hard to give them one.

Prioritising functionality led to a cleaner website which, although has fewer features compared to the old site, has provided customers with a more streamlined and intuitive experience.

“The online space is getting increasingly complex and our customers’ attention spans are being split across more and more priorities. We realised quickly that our goal must be to simplify, simplify, simplify because simplicity and speed will be the key to success online.” Peter said.

“Our job as retailers is to ensure we’re connecting the right products to the right customer at the right price. We’re confident with our current platform but the step change here will come from leveraging smarter technology which in the near future will mean we don’t need to pick a ‘one size fits all’ presentation on our websites and in our eDMs.”

“Instead, we will be able to dynamically present what is best for the individual customer at that moment in time. This will be based on prior interactions, similar customer behaviour and of course, the ever-changing stock position,” he said.

This fresh new site is just one of the new programs that the Group will be rolling out to deliver a seamless shopping experience to customers whether they are in-store or online.

Click here to visit the new website.


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