Frasers Group

Founded in 1982, Frasers Group is one of the UK’s leading retail and lifestyle groups, operating a diverse portfolio of iconic brands that span fashion, sport, premium, and luxury.
Frasers Group
Driven by a combination of strong retail performance, growing e-commerce capabilities, and intelligent use of customer data, Frasers Group continues to expand its influence across the UK and internationally.

The Challenge

Frasers Group aspired to deliver personalisation at scale across their vast customer base, while maintaining operational efficiency. The main challenges included:
  • Integrating a vast range of data sources to generate a robust and real-time Single Customer View across all Frasers Group fascias.
  • Deploying an AI-driven personalisation solution that scales to millions of customers without adding complexity or manual effort for the CRM team.
  • Strengthening customer engagement and drive incremental revenue by delivering more impactful personalised recommendations across the brand portfolio.
  • Leveraging all outbound marketing channels including traditional CRM, paid. social and web personalisation.
The Challenge

The Solution

Frasers Group strived to unlock the full potential of their rich customer data through the Horizon CDP. This included:
  • Real-time on-site interactions to drive more personalised and relevant CRM activations.
  • Building a solution that, in real-time, calculates the best products & brands to serve to each customer based on their live browsing behaviour, past transactions, demographics and brand affinities.
  • Powering over 700 pre-defined customer cohorts, enabling Frasers Group to select which brand or category of products to promote in each activation.
  • Supporting multiple personalisation strategies, allowing the business to tailor the type of products shown depending on the objective – whether it’s driving discovery, reinforcing loyalty, or re-engaging lapsed customers.
The Solution

The Results

The models drove measurable improvements, including:
  • +29% increase in sessions – driving more traffic to the Frasers Group fascias, increasing online customer engagement.
  • +26% increase in average order value – displaying the clear commercial success of the implemented models and strategies.
  • Every customer interaction is becoming more valuable, with personalised journeys encouraging larger baskets and repeat spend.
  • These results demonstrated the clear value of applying Horizon’s predictive analytics and AI-driven strategies across the Frasers Group brands. case studies
The Results

Project Perspectives

“XCM has been a key partner in advancing the Group’s Digital Elevation Strategy. We’re now more connected to our customers than ever before, operating with greater efficiency, and well positioned to drive the next phase of growth, particularly as we scale our data science and AI capabilities.”
David Clark Chief Customer Officer, Frasers Group
“Frasers Group’s Digital Elevation Strategy is a powerful example of how data, when connected and activated properly, becomes a growth engine. By bringing together data, insight and execution through Horizon, we’ve helped lay the foundations for scalable analytics and AI that will continue to unlock value as the business evolves.”
Luke Ibbetson Chief Executive Officer, XCM