UK-based Frasers Group started as a small sports shop in 1982. Over the last four decades, the company has established an impressive portfolio of iconic sports, lifestyle, and luxury brands, including Sports Direct, FLANNELS, GAME, Jack Wills, and Everlast.
After cementing its position as a global powerhouse, the retail group sought to further future-proof the business by ensuring the best possible customer experience with each brand through personalisation. Still a relatively nascent practice, this would require the company to adopt an entirely new way of working to support the effort across its nine sub-brands. But after partnering with Dynamic Yield, Frasers Group has been able to establish a scalable program yielding powerful business results.