Cotton On is set to launch its app on Android later this year, following the success of the app on iOS.
Since launching its first iOS mobile apps in Australia, New Zealand and the United States, Cotton On has experienced a significant increase in average customer value, with customers engaging more frequently across stores, web and app.
Designed around its ideal customer journey, Cotton On's strategy for the app is customer-centric and not focused on channels. This focus on creating 'connected experiences,' has seen the app feature as a core part of this strategy.
The business' loyalty program, Cotton On & Co. Perks has also reaped the benefits, with more customers signing up daily to join the 8 million strong database.
Harnessing the power of the app, Cotton On has also been able to encourage shoppers to complete their customer journey in-store through features such as product discoverability and store stock checker functionality.
Cotton On Group GM of eCommerce Brendan Sweeney said that the app is encouraging strong consumer engagement and connection with the brand.
"Shoppers are spending more and more time on their smartphones, and Cotton On wants to provide a mobile shopping experience that meets our customer’s expectations.
"However, we’re also looking to our app to drive more traffic into our stores and since launching the iOS apps in November 2019, we have found that our app customer – whether they also shop in-store or online – are the shoppers that engage most with our brand, creating a truly omnichannel experience.
"In fact, this was a very high priority for us," he said.
Following this success, Cotton On Group will be releasing the app to its Android customers later this year so all customers can access the enhanced shopping capabilities.
The business will also utilise the new Android app to give in-store team members the ability to carry out stock checks in real-time on the shop floor.