Focus on social approach, data centricity, and thinking digital: Frasers Group hosts first ever Customer Conference

Frasers Group, which is best known for its Sports Direct brand, recently hosted its first ever Customer Conference.

According to David Clark, Chief Customer Officer at Frasers Group, this marks “the evolution from thinking Digital, to thinking Customer. Bringing together the new, broader Customer team at our HQ in Shirebrook”.

Clark kicked off the day highlighting the focuses of the day: Customer Centricity, Data Centricity, Connectivity alongside ten strategic objectives for the year ahead.

He then handed over to Barney Jones (Group Head of Social) who talked about the company’s social approach and newly created Frasers Creative Services team. Ben Koch (Studio Manager) showed the future of elevated product imagery.

Whilst Shane Donnelly (Head of Digital Analytics) focused on data centricity, and how Frasers Group plans to collect, activate and monetise its data.

Nicola Tibbs (Group Head of Product Management) and Emily Hilditch (Head of UX Design) shared their customer centric product and design approach and showcased the new Sports Direct app and initial results.

Richard Lallo (Group Head of Digital Marketing) outlined a new perspective on growing the customer base and elevating the marketing approach, and Nina Brahim (Head of CRM and Loyalty) revealed details of the new Sports Direct Member proposition launching this year.

Clark added: “Big thanks to Sonia Gleeson from TikTok who gave some fantastic insights on the platform and how it can work to grow customer audiences. And also to Olympian Mark Foster who wrapped up the day with his inspirational story.”

“And of course no conference would be complete without the awards for our top performers.”

He concluded: “My main reflections from the day? Firstly we've moved from bringing together a team and talking about a strategy and what we are going to do, to actually delivering.”

“Secondly, we've got a hell of a lot in the pipeline still to come and the sky is the limit - we're really redefining retail. Thirdly, what an incredible team we have that are delivering this work every day.”

“Big thanks to all involved in the preparation. And to Kerry Anderson (Group Head of Online Trading) doing a great job presenting the day. I'm already looking forward to the next one!”

Time to bid farewell

Richard Staite has left Frasers Group where over the past five years he held the roles of IT Change Consultant and Information Technology Service Desk Manager at Missguided.

Frasers Group bought Missguided out of administration for £20 million in June 2022.

In October of last year, Chinese fast fashion giant Shein announced it was buying the brand name from Frasers Group, with the latter retaining the real estate as well as Missguided's employees, both of which were integrated into its fashion division.

Staite said: “After an exhilarating five-year journey, enjoying the highs, overcoming challenges during the global pandemic, and some tough lows (administration) - it's time to bid farewell and return the front door keys (and the fire warden jacket).”

“Due to the imminent closure of this site, I'm eagerly stepping into my next adventure and I need your support. I’m now officially  #OpenToWork, actively pursuing new opportunities in IT management across Greater Manchester.”

He added: “With over 25 years of dynamic IT experience, including 17 years in leadership roles, I bring a proven track record of driving transformative IT initiatives and fostering high performing teams.”

“If you have connections, insights, or exciting IT management roles in mind, I'm all ears!”

“Support from my network would be greatly appreciated as I move forward. I'll be taking many friendships made during my time here with me as I move on to new challenges.”