Lexer Partners With Cotton On Group To Enhance CX Strategy


Melbourne-founded customer data experience platform (CDXP), Lexer signs on Cotton On Group, one of Australia’s largest fashion and lifestyle retailers.

Lexer confirmed they have been selected as the CDXP partner for Cotton On Group’s ecommerce site across nine different regions and for all eight brands within the Group.

Cotton On Group includes the brands Cotton On, Cotton On Kids, Cotton On Body, Rubi, Typo, Factorie, Supre, and Ceres Life.

Cotton On will use Lexer’s CDXP to better understand its customers at an individual level and use that insight to build more relevant, personalized communications through the customer’s preferred communication channel.

Brendan Sweeney, Cotton On Group, general manager ecommerce, said: “We understand that customers, more than ever, crave flexibility in where and when they shop. Having one customer data experience platform to help bring the insights across our touch points will allow us to better serve our customers while delivering an enhanced and personalized experience. As Lexer was created for retail first and offers real innovation options in our space, it seemed like the right choice to help us elevate our customer experience.”

Retailers are recognizing that great brands are built on great customer experiences, and as a result, CDXPs are experiencing accelerated adoption across the sector. Competition and the cost to acquire new customers are rising, and customer retention strategies that enhance lifetime value are in the limelight. Lexer makes the customer data required for omnichannel personalization accessible to all teams, from customer service to marketing and advertising.

Nick Hinsley, VP retail at Lexer, said: “Cotton On has been a part of many of our lives here in Australia while we’ve grown up. And I can’t wait to help one of the largest clothing brands here and internationally improve its offering to customers. We’ve seen data being able to play an increasingly vital role for retailers in understanding their customers and being able to better serve their needs and this will only continue as technology continues to proliferate its role in our lives.”

Other retailers, such as The Iconic, Sur La Table, Zimmermann, and Ripcurl have adopted the platform to house their customer data because it also offers measurement, insights, and activation workflows while enriching customer profiles with retail attributes and proven playbooks that enable their marketing teams to make a bigger impact every day.