Edge Hill University and Jacksons Leisure Supplies Limited KTP 24_25 R5

A small UK company that supplies leisure equipment is teaming up with Edge Hill University to overhaul how it tracks and responds to customer behaviour online. The project addresses a common problem for smaller businesses: they collect data from websites, social media, and email campaigns, but lack the tools or expertise to combine these streams into a clear picture of what customers actually want. Without that insight, marketing efforts are often guesswork, and opportunities to sell into new international markets are missed. If the collaboration succeeds, Jacksons Leisure Supplies will gain a data-driven system that predicts customer preferences, targets promotions more precisely, and identifies which overseas markets are worth pursuing. The approach—called omnichannel digital marketing—could then serve as a template for other small and medium-sized UK firms trying to compete globally. The practical outcome is a more efficient way to turn scattered customer data into sales, without requiring a large in-house data science team.