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Frasers Group Retail | EMEA SAP Emarsys Customer Engagement
Retail
UK fashion retailer Sports Direct is managed by their parent company Frasers Group.
+10% Traffic Increase in website viewers +20% Engagement Increase in email engagement API-driven Allows plug and play with new vendors
Headquarters United Kingdom
Products Fashion retailer
Web Site
frasers.group
Business Challenges • Like so many retailers around the world, Frasers Group suffered when the pandemic hit, forcing them to close brick-and-mortars, their main source of revenue • The brand had to act quickly and furloughed employees, a harsh yet necessary measure to survive, but that made things twice as hard: Frasers Group and Sports Direct had to reclaim their revenue stream as consumers flocked to digital channels, and they had to do it with a smaller team • The challenge with putting an in-store experience online is that you can’t touch or try on anything, and there’s no in-person staff to answer your questions Customer Benefits • The UK retailer implemented AI Stylist with their brand Sports Direct, revolutionizing the experience for millions of the brand’s customers • Within the first few months of using AI Stylist, Sports Direct recorded a huge 10% increase in web traffic and a 20% increase in email engagement • They also made a critical shift in their approach to customer engagement, the same shift a lot of brands still need to make “It’s about shifting from thinking about broad terms like ‘demand’ to the individual preferences and need of individual customers. One of the things that COVID highlighted was the fact that trends are very difficult [to identify] if you’re always looking at them in retrospect, and AI Stylist enables us to automate in a way that recognizes trends as they’re being created.”
Paul Gunn Head of Digital Marketing and CRM Frasers Group
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