Cotton Traders tackles digital transformation

Multichannel British retailer, Cotton Traders, has improved its mobile conversion rate and reduced checkout abandonment with a new ecommerce platform.

Founded on friendship in 1987, Cotton Traders was set up by two former England rugby captains, Fran Cotton and Steve Smith. The retailer now has over 100 UK retail locations.

Digital is becoming increasingly important to Cotton Traders, as it looks to enhance its multichannel capabilities and realise its goals for international expansion

Crafting new commerce journeys

The new website, implemented by Astound Commerce and powered by Salesforce Commerce Cloud, now offers an easier and more personalised browsing experience, allowing shoppers to find what they’re looking for more easily by improvements made to faceted filtering and search algorithms.

Customers can now also enjoy a speedier checkout process, demonstrated in the 21% decrease in checkout abandonment on the UK site.

Central to the creative process was producing a site that was functional, encompassed Cotton Traders brand values and was visually suitable for their core demographic. The site is now accessible to a wider audience, with website features that allow for important information to be better signposted, creating a smooth and seamless shopping experience for all consumers.

Making the move to mobile

The British retailer’s mobile conversion rate has increased by 24.8% and tablet conversion rate by 12.2%, with the average load time reduced by approximately 30% across all territories, and by device.

“With digital becoming increasingly important to the business we were looking for a reliable partner to guide us through the process of re-platforming, but the level of service and speed of delivery from Astound Commerce has gone above and beyond our expectations”

Paul Hurst, Head of Digital at Cotton Traders

“Of huge added value was Astound’s unique combination of systems integration expertise and design consultancy, and their creative team did a fantastic job of understanding the spirit of the brand’s demographic. Through our successful relationship with Astound Commerce, we’re excited to see what the future holds,” Hurst concluded.


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