Enabling Quality at Speed: How A Global Sports Retailer Transformed Test Automation

Our Client 

Our client is a multinational sports and fashion retailer with over 2,400 stores worldwide. Operating across multiple brands in the UK, Europe, and Asia, the group has a strong digital presence and delivers high-performance omnichannel retail experiences to millions of customers. 

The Client Challenge 

To support rapid release cycles and uphold customer experience across native and web applications, the client needed to improve their automation strategy. Key challenges included: 

• An inherited test automation framework lacked alignment with system behaviour and domain knowledge, resulting in unreliable tests. 

• Test cases were poorly designed - outdated data, hard-coded logic, and missing assertions undermined test value. 

• The automation framework was misaligned with the client’s tech stack and lacked extensibility across brands and applications. 

• The client lacked confidence in automation outcomes and had limited internal expertise to sustain the solution. 

• A modern, maintainable automation framework was needed to reduce test execution time, increase quality, and scale across multiple brands. 

What We Delivered 

Through our Test Automation and Continuous Testing solution, Roq redefined the client’s automation approach: 

• Reviewed and re-engineered the critical regression test pack, rewriting test cases to align with real system behaviour and ensure automation readiness. 

• Developed a robust test automation framework using open-source tools (Selenium WebDriver, Appium, NUnit) and C#, aligning with in-house developer skills and avoiding licensing costs. 

• Built for maintainability and reusability, using the Page Object Model and continuous integration with Jenkins on AWS. 

• Integrated automated results with TestRail, enabling traceability and real-time reporting. 

• Upskilled the client’s internal team, delivering training and supporting the recruitment of in-house automation specialists. 

Client Impact 

Our scalable solution delivered fast, measurable results, and lasting value: 

• Test execution time reduced to 3 hours, thanks to full regression coverage and parallel execution across Android and iOS devices. 

• Improved software quality, as inconsistencies between platforms were identified and fed back to enhance application “automatability”. 

• Delivered ROI through framework extensibility, allowing reuse across eleven brands and multiple native and web applications. 

• Built internal capability, empowering the client’s team to own and evolve the framework independently. 

To find out how Roq’s Test Automation and Continuous Testing solution can support your business, contact our experts at ask@roq.co.uk.