Cotton Traders scrums down with analytics platform

Cotton Traders, the casualwear and home style brand founded nearly 35 years ago by former England rugby captains Fran Cotton and Steve Smith, is aiming to gain a more holistic view of channel performance across its business with a new analytics platform.

Following a period of rapid digital growth accelerated by the pandemic, Cotton Traders has appointed the Tapestry Agency to develop the unified measurement system to understand the true performance of all marketing channels and campaigns, particularly online.

The aim is to help the company move from a traditional offline-first attribution model to a more complete view of channel potential.

The overall objective is to optimise the Cotton Traders’ marketing budget by giving it the tools to attribute the right level of performance to both online and offline channels. This, it is hoped, will help steer monthly spend to the right channel mix for better customer engagement and sales growth.

Cotton Traders chief marketing officer Shona Jameson said: “Our rapid online sales growth means we need a more sophisticated way of measuring channel performance. We’ve chosen Tapestry to develop a solution that will enhance our understanding of how our online and offline channels perform.

“Using this, we’ll be able to allocate our marketing budget more effectively, improve campaign relevancy and deliver business growth.”

Once the measurement model has been developed, Tapestry will help Cotton Traders to refine it over time by setting up a series of channel incrementality tests to continually improve measurement and understanding of each channel.

Tapestry’s clients include WH Smith, You Garden, Dobbies, Suttons and BAM Bamboo Clothing.

The agency’s co-founder and CEO, Robert Colquhoun, said: “Cotton Traders is well placed to see further substantial growth in online sales. We’re looking forward to connecting the dots between their various online and offline data sources to provide an early view of how marketing channels are interacting, and help justify their digital marketing spend.”