From humble beginnings in 1982, Frasers Group has grown to become a global powerhouse, delivering an iconic collection of the world’s leading retail brands and serving customers in over 20 countries. They are the UK’s largest sports-goods retailer, with over 670 stores worldwide.
For the past 2 years XCM have worked with Frasers Group to help them to further understand the profile and behaviour of their customers and how they interact between brands such as Sports Direct, Flannels, GAME, Jack Wills, Sofa.com, Evans Cycles, USC, and Everlast. Frasers Group have never been afraid to push boundaries and change the way the industry operates and it’s now time to take this to the next level with XCM’s Customer Data Platform, Horizon.
Horizon will integrate, host and enrich the entire group ecosystem of data and add crucial layers of validation, cleansing and bespoke matching processes to create a ‘true’ single customer view. This will give Frasers Group a single source of truth, at multiple levels and across their end-to-end brand portfolio.
Frasers Group are not known to sit back and with that in mind, they have invested in the ‘full’ Horizon solution, which means that a robust single view of their customer is just the beginning! The group will take advantage of Horizon’s fully accessible analytics technologies which will, in turn, deliver game changing customer segmentation and bespoke machine learning models. This will give the Frasers Group team the enviable ability to both understand and predict the behaviour and performance of their customers. Fully operationalized models will ensure that the overall customer proposition can be critically enhanced, across all channels and at major scale.
“We are excited to build on the existing partnership with XCM and integrate the Horizon platform across the brands in the group. XCM / Horizon will take our understanding of our customer to the next level enabling us to offer unparalleled experiences both online and in stores.”
Paul Gunn, Head of Digital Marketing & CRM, Frasers Group
“What an amazing opportunity this is for Frasers Group. The vast amount of data available and the array brands to work with, make this such an exciting prospect for both parties. The team at XCM will be acutely focussed on helping Frasers Group to radically unearth and realise the full potential of their data. This will then allow them to acquire customers of the highest possible calibre, whilst significantly improving their lifetime value. The end result will be the delivery of positive incremental commercial drivers for the business moving forwards.”
Luke Ibbetson, Managing Director at XCM
The relationship will be backed up by a fully customised suite of insight and performance dashboards, which will allow the Frasers Group team to quickly understand the impact of their marketing efforts and all associated KPIs. This puts their people front and centre when it comes to understanding and acting on behaviour and CRM performance.
This solution will deliver significant commercial opportunities at scale and across a plethora of individual business areas. This will be key to supporting the group’s future growth strategy and creating a shopping environment that will be fit for purpose for many more years to come.
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