Case Study: Frasers Group achieves scalable personalization and multi-million revenue uplift with Dynamic Yield

How Frasers Group scales personalisation across its family of brands

Frasers Group, a UK retailer founded in 1982 that now owns brands like Sports Direct, FLANNELS, GAME and Jack Wills, set out to future‑proof its business by scaling personalization across nine sub‑brands. Because personalization was a relatively new capability for the organization, the challenge was cultural and operational: gaining cross‑department buy‑in, establishing core processes, and educating teams on CRO and experimentation while tailoring experiences to very different brand audiences.

Partnering with Dynamic Yield, Frasers spent six months aligning stakeholders and building a repeatable testing program, then scaled from simple experiments to sophisticated, iterative optimizations. Results included PLP filter and product‑view tests that drove thousands‑Euro uplifts for FLANNELS, “dead‑end” recommendations that cut Sports Direct’s bounce rate by 6%, lifted CTR 13% and generated millions in revenue, Jack Wills empty‑cart recommendations that increased revenue per user 18%, purchases 13% and AOV 4%, plus a cart‑recovery homepage widget that became a multi‑million cash driver—demonstrating a measurable, scalable personalization program.

Frasers Group