Press Release

Cotton On Signs with InMoment to Innovate, Elevate the Customer Experience

  • Global fashion leader doubles down on its commitment to putting customers at the centre
  • Partners with pioneering CX intelligence leader InMoment to leverage powerful data science in customer understanding, data-driven action

MELBOURNE (2 October 2018) — Cotton On, one of the world’s leading value fashion brands, has selected InMoment to consolidate all customer experience (CX) intelligence efforts across the organisation’s eight distinct brands and multiple markets. InMoment is a leading customer feedback management provider pioneering CX intelligence as an essential strategy for growing and differentiating business.

Headquartered in Australia, The Cotton On Group has grown to almost 1500 locations across 12 countries and more than 17,000 team members globally. The Cotton On Group operates eight brands, including Cotton On, Cotton On Body, Cotton On Kids, Factorie, T-bar, Rubi Shoes, Typo and Supré, and has achieved the largest share — approximately 20 percent — of the fast fashion market. The brand’s success is a reflection of its commitment to becoming customer obsessed, which according to Peter Hutchison, Group Head of Digital Customer Experience at the company, “means in every instance, we need to start and end discussions with the customer.”

Gartner predicts that 2018 is the tipping point whereby more than 50 percent of organisations will redirect their investments to customer experience innovations. Earlier this year, InMoment acquired its APAC-based service partner, expanding its footprint in the region. Cotton On Group joins a rash of other new wins and expansions for the company’s award-winning CX Intelligence Cloud™ since the acquisition, reflecting the growing importance of customer experience for APAC consumers, and the demand from regional brands for CX technologies to address this need.

Prior to signing with InMoment, Cotton On tested a basic feedback programme within its ecommerce business. In just two years, the company received more than 500,000 feedback points and significant insights into how to improve both the customer experience and financial outcomes. Inspired by this initial success, the company created a plan to scale the initiative across the family of brands, and sought a modern and scalable enterprise solution to address this much larger opportunity.

Hutchison continues: “In InMoment, we found the right balance between an enterprise platform and the agility of a tech-lead company, giving us confidence that they can handle our scale, and also move quickly. The technology in this space is amazing and we know it will only become more powerful. We want a partner that can move with us on that journey, ensuring we understand that our more than 17,000 team members are armed with the insights to consistently focus their efforts on what matters most. The better we understand what our customers think and feel about their experiences with us, the better we can serve them.”

“In the retail industry — as well as other sectors — new entrants focused uniquely on the customer experience are disrupting and leading, leaving many traditional players struggling,” said Andrew Joiner, CEO of InMoment. “Brands like Cotton On are thriving in this new approach. The company’s deep commitment to delivering value to their customers is part of their DNA. Taking this next step to bring modern technology and advanced data science to the art of customer understanding will ensure the brand maintains its market prowess and growth. We are delighted to partner with them in their CX vision.”

About InMoment

InMoment™, the leading cloud-based customer experience (CX) intelligence platform, arms brands with compelling customer insights to drive high-value business decisions and relationships with both customers and employees. The company’s industry-leading, data science-infused Customer Feedback Management platform, the CX Intelligence Cloud™ powers a full suite of Voice of Customer (VoC), Voice of Employee (VoE), and Employee Engagement solutions. InMoment provides innovative solutions and strategic support services to more than 425 leading brands across 95 countries. For more information, visit

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