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Published
May 11, 2021
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Cotton Traders uses new tech to personalise site and drive sales

Published
May 11, 2021

Cotton Traders is aiming to provide a more tailored customer journey online and has entered a new partnership with experience optimisation platform Dynamic Yield to streamline its personalisation efforts.


Cotton Traders



The company — like so many others over the past year — has seen its digital footprint increase significantly since the pandemic started and it was looking to “unify its marketing stack for the creation of one holistic dataset from which it could power cohesive and individualised experiences”.

“If we wanted to fully capitalise on the influx of online traffic, we needed to integrate our marketing platforms rather than taking a fragmented approach,” said Paul Hurst, Head of Digital at Cotton Traders. He said linking with the new tech partner means it can now “optimise our efforts from a single location, which allows us to increase our experience velocity – an important factor for the agility of our team, especially while working remotely.”

The capabilities it now has mean it can capture real-time behaviour on-site and combine it with information gathered from across the technology stack, including CRM data. And it’s able to algorithmically match visitors with personalised recommendations, offers, and content based on automatically generated user affinity profiles.

Importantly too, it can maximise margins and reduce costs by analysing online and offline segments to determine the optimal promotional strategy for each. And it’s able to experiment with different recommendation strategies and merchandising rules to increase the revenue generated from visitors across the site.

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