Frasers Group scales global retail support at speed
The British retail powerhouse’s partnership with Freshworks has streamlined IT operations for over 60 brands
At Frasers Group, the U.K. retail powerhouse behind brands like Sports Direct and House of Fraser, customer expectations were soaring. However, with 16 different tools stitched together, delivering fast, seamless support was becoming harder by the day. To keep pace, Frasers needed a smarter, unified solution.
With Freshworks’ omnichannel customer service solution, Frasers Group streamlined operations, empowered advisors, and delivered a faster, more satisfying experience for customers across 60+ brands.
The obstacles they faced:
16 siloed customer support tools slowed down response times
Fragmented systems frustrated both customers and agents
Manual processes made scaling and acquisitions harder
How Freshworks turned it around:
Consolidated Freshdesk, Freshchat, and Freshcaller into a single omnichannel platform
AI-powered chatbots and dynamic knowledge bases for faster self-service
Seamless brand onboarding with fast, flexible integrations
What success looks like now:
27% ticket deflection rate with AI-driven self-service
<60 seconds average response time across luxury brands
18,000 hours saved annually through automation and smarter workflows
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