Case Study: JD Sports' Blacks & Millets achieve major online sales growth with Barilliance personalised product recommendations

How JD Sports Outdoor Brands Blacks and Millets Increased Online Sales with Personalised Product Recommendations

JD Sports’ Outdoor division, which includes UK retailers Blacks and Millets, modernised its e-commerce after JD rescued the brands and hired new teams. The challenge was to personalise the customer experience to lift conversion rates while giving marketing teams an easy-to-use solution that didn’t rely on constant IT support.

JD Sports implemented Barilliance’s personalised product recommendations—first on Millets, then on Blacks—after a quick rollout and an A/B test that showed a 10% conversion uplift for Blacks. Recommendations drove 19.6% of purchases at Millets and 14.6% at Blacks, generated 19.0% and 16.9% of site revenue respectively, produced conversion lifts of +332% (Millets) and +277% (Blacks), and delivered ROI of £205 per £1 for Millets and £377 per £1 for Blacks.

JD Sports

GJ Garth

JD Sports