JD Sports has launched a trial of a new virtual try-on tool on its UK ecommerce website, Retail Week can reveal.
JD Sports customers can now use the tool to shop its range of tracksuits, and the retailer has plans to roll the tool out across more of its apparel ranges in the coming weeks and months, should the initial trial prove successful.
It comes less than a week after Retail Week first reported that the brand was launching a trial of a new conversational AI tool, Jay, on its website.
Chief technology and transformation officer Jetan Chowk told Retail Week the virtual try-on tool trial was the latest step for JD Sports as it ramps up its investment and development into artificial intelligence to get closer to its customers.
“What we’re now testing with the virtual try-on, as we did with Jay, is the conversion uplift, or the commercial benefit and the experience elevation that we want to provide the customer,” said Chowk.
“So we’re very much taking a measured approach in infusing these products in the customer journey where it makes sense, but really listening to the customer as much as possible”.
Chowk also told Retail Week that, following a successful trial of Jay in the UK, the retailer was now rolling out the conversational AI tool across its US ecommerce platform as well.
“It’s live in test mode in the US now, as well,” he said. “Albeit only 1% of traffic can access it at the moment”.
The news comes on the same day that JD Sports reported a drop in pre-tax profits but posted modest organic sales growth in a “resilient” performance amid tough conditions.
Sales at the athleisure retailer increased 10.5% to £12.7bn for the year to Jan 31 2026, largely driven by the acquisition of French retailer Hibbett and Courir. Organic sales excluding acquisitions increased 2.1%, while like-for-like sales were down 2.1%.
Profit before tax fell 12% to £629m and dropped 7.7% to £852m on an adjusted basis.
Despite modest sales growth, the retailer reported a surge in free cash flow, up 36% to £462m, which it credited to disciplined cost management. The performance lifts its net cash position from £52m a year ago to £311m.
No comments yet