Case Study: Cotton On Group enhances customer experience and drives revenue growth with Contentsquare

How the Cotton On Group uses Contentsquare to enhance CX and accelerate customer-centric initiatives

Cotton On Group, a global retail business with five major brands across 17+ countries, needed a better way to understand its ecommerce customer journey after teams were working in silos and traditional analytics tools like Google Analytics lacked real-time, visual insight. The company turned to Contentsquare to help its digital enablement, merchandising, and brand teams identify where customers were dropping off, how they navigated the site, and what was affecting conversion and retention.

Using Contentsquare’s Heatmaps, Session Replay, Journey Analysis, and Benchmarks, Cotton On Group streamlined navigation, improved product discoverability, optimized category layouts, refined acquisition channels, and elevated high-performing homepage content. The result was a more customer-centric ecommerce strategy with faster experimentation, better-informed decisions, and measurable improvements in conversion, engagement, and customer retention, all driven by Contentsquare.

Cotton on Group

Matt Spowart

Head of Digital Enablement & Brand Optimisation