JD Sports gets personal as retailer enlists HyperFinity to deliver actionable customer behaviour insights
HyperFinity has partnered with JD Sports to design and deliver a personalisation programme that aims to equip the retailer with a clear evidence base for its loyalty strategy.
It has designed a personalisation engine and trialled this to build a framework for JD Sports UK. The solution was trialled to prove: The value of ‘buy again’ category offers to assess how active customers respond to identify the optimal spend multiplier incentives; The optimal incentive mix for high and low spenders for cash-based rewards versus spend multipliers; The ability to drive incremental basket spend through cross-sell offers aligned to previous purchase history, testing product affinity and which category follow-ons drive incremental spend.
According to those involved, the trials established that relevance consistently outperforms simply increasing incentive value, and that higher spenders respond better to spend multipliers, while lower spenders react similarly to both. Alongside this, they identified that campaign spacing must be tailored to individual behaviour to avoid offer fatigue.
The partnership delivered a significant material impact on topline performance, including an uplift in total in-store loyalty sales across JD Sports UK during the trial period. Based on the results, JD Sports has identified a multi-million pound opportunity to grow in-store loyalty sales within the first year of scaling the programme.
In addition to the analysis, HyperFinity delivered a suite of assets, including measurement dashboards, customer segmentations, campaign templates, and product seasonality and affinity insights, enabling JD Sports to continue building on the programme.
Chris Hope, Global Head of Insight & Analytics (Customer/Loyalty) at JD Sports, comments: “HyperFinity quickly understood what we were trying to do and helped us run the trials in a clear and structured way. The insight we gained into customer behaviour has been really useful for shaping how we approach personalised offers going forward.”
Thomas Hill, Co-founder at HyperFinity, says: “JD Sports is one of the most recognisable retailers, and the challenge the brand brought to us is one we hear often - how do you build genuine confidence in personalisation to enable the execution at scale? By running structured, evidence led trials, we were able to give JD a clear picture of what works, why it works, and what the commercial opportunity looks like. That kind of actionable intelligence is exactly what we're built to deliver.”
So hot right now
HyperFinity is included in RTIH’s first ever Retail Technology Hot 100 List. Launching in August, this sees us bringing you the hottest companies whose solutions and systems are helping drive the retail sector forward.
Our Founder and Editor, Scott Thompson, drew up a list of 150 companies that had consistently been on his radar over the past 12 months whilst bringing our community the latest retail tech news and views that matter. These companies operate across the omnichannel retail landscape (stores, online, mobile, supply chain, payments etc).
Our judging panel, including Vineta Bajaj, Group CFO, Holland & Barrett, Dan McGrath, JD Group Customer Operations, JD Sports, Dr. Astha Purohit, Director of Product Management, Customer Data and Identity, Walmart, and Paula Bobbett, Chief Data and Digital Officer, Boots, provided feedback on those who have the most innovative, forward thinking technology offerings and are also best addressing retailers' current challenges, painpoints, and opportunities.
The judges used the following framework when making their picks:
1. Retailer problem fit - how meaningful, strategic, and widely felt the retailer pain being addressed is.
2. Production traction in retail (2025–2026) - real named retailer deployments, pilots.
3. Innovation and defensibility - genuine technical novelty paired with a defensible competitive position.
And there was also a public vote, with thousands of members of our community of retail tech enthusiasts getting involved. Thanks to all those who took part! Based on the judging panel's feedback and the public vote, we then drew up our first ever RTIH Retail Technology Hot 100.
So, without further ado, here are the 100 hottest global retail technology ventures right now. Drum roll, please…
