Cotton On is set to reap the benefits of a new digital strategy by Westfield.
Scentre Group, owner of Westfield, has revamped westfield.com.au and westfield.co.nz with the key addition of new digital shopfronts.
This function allows retailers to bring their own personality, products and bespoke offering onto the site, complimenting the physical in-centre experience.
The digital shopfronts also allow retail partners to ‘self-publish’ content, giving them control in how they present their brand, their products, offers, services and staff.
The new initiative is the first phase in program of digital initiatives, which will see the initial release of 40 new websites across the Scentre Group portfolio.
Cotton On marketing head Renee Smith said the brand has been collaborating with the shopping centre giant.
“We’ve been working closely with Scentre Group on the development of the new digital shopfront because for us, it’s another channel with which we can engage directly with our customers.
"The new site allows us to curate content that is relevant to each of our 50 in Westfield centres all over Australia and what’s exciting is we have the flexibility to make it our own, hero-ing the products and services such as personalisation that we know is important to our customer.”
In addition to the new-look website, the new Westfield visual identity will launch across the Westfield SmartScreen network, EDMs, the Westfield app and digital directories, before rolling out to non-digital touchpoints.